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In the context of logistics integration, it is important to conduct analytical activities to study the effectiveness of marketing innovations in a timely manner. To form an idea of the effectiveness of marketing activities, it is necessary to study the influence of various factors on the performance indicator, in the case of logistics, this may be the volume of transported goods. The motive for writing the article was to study the capabilities of standard software for analyzing the effectiveness of economic processes in general, and in particular the results of innovative activities. The purpose of the article is to analyze the innovation, namely the integration of the logistics space in a certain region, for four companies in the Northern Black Sea region in order to assess the potential of these companies in the provision of transport services, taking into account the implemented innovation. The study used information provided by transport companies from 2013 to 2022. The choice of the focus of the study in the field of transport support is due to the importance of the quality of transport support for the functioning of the economy, especially in the context of cross-border movement of components and goods, raw materials and finished products. For the optimal study of the innovation efficiency, studies were conducted for two periods, namely from 2013 to 2019, and from 2013 to 2022. The analysis used the tools of mathematical analysis (function derivatives) for polynomial trend equations. It was found that for all four companies that participated in the implementation of the innovation, namely in the formation of an integrated logistics space with the creation of a common rolling stock base and the search for algorithms for the most optimal use of vehicles for cargo transportation, there is a positive dynamics of the total volume of cargo transportation, which indicates the effectiveness of the innovation. The introduction of innovations in logistics is the main condition for increasing the level of transport provision of the economy, which provides opportunities for a more systematic and comprehensive development of the economy. The integration of the logistics space on the example of four companies in the Black Sea region allowed not only to improve the quality of transport services, but also to increase the total profit of the group of companies, which indicates the effectiveness of marketing innovations. The results of the study can be used to replicate the innovation to other transport enterprises both within the region and for other regions. The proposed methodology for analyzing the effectiveness of innovations can be extended to other innovations in various sectors of the economy.
Iryna Honcharova (Thu,) studied this question.