Power BI in marketing analysis: a tool for decision-making in the context of industry 5.0

The aim of the article is to study the role of Power BI in marketing analysis in the context of Industry 5.0, identify its key opportunities and benefits for business, assess its impact on strategic decision-making, as well as create requirements for the effective use of the tool not only by analysts, but also by other employees of the organization to increase the efficiency of their activities. Analysis results. In today’s business environment, characterized by dynamic changes, high competition and growing volumes of data, marketing analysis is becoming critically important. Companies that strive to achieve success must not only collect and analyze information, but also promptly use it to make effective management decisions. It is in this context that there is a need for powerful analytical tools that can process large data sets, find hidden patterns and visualize results in a form convenient for any user. The development of Industry 5.0 poses new challenges and opportunities for businesses. Unlike Industry 4.0, which focused mainly on automation and digital transformation, Industry 5.0 emphasizes the harmonious interaction of people and technology. This means that decision-making cannot rely entirely on algorithms and artificial intelligence, but must take into account the human factor, intuition and strategic approach. At the same time, the volume of data coming from different sources is growing exponentially, which complicates traditional analysis methods. There are quite a few systems and tools for data analysis and visualization. Each of them has its own strengths and weaknesses compared to others. This article examines the overall impact of such tools in marketing analysis and management decision-making using the example of Power BI from Microsoft. Power BI is a leading business intelligence platform that combines an intuitive interface with advanced analytics tools. Organizations can combine data for analysis in just a few seconds and get deep analytical conclusions thanks to built-in artificial intelligence capabilities - all this with the highest level of security and performance provided by the Power Platform and Azure, Power BI helps marketers and employees in different business processes to get a comprehensive picture of the market, track trends, analyze consumer behavior and predict future changes. Using Power BI in marketing analysis significantly reduces data processing time and minimizes the likelihood of errors that occur during traditional analysis. Interactive visualizations, dynamic reports, and the ability to use artificial intelligence for forecasting simplify the decision-making process, making it more accurate and well-founded. Conclusions and direction for further research. This study found that companies are actively integrating different systems to improve work and improve decision-making processes at different levels of the organization against the background of the actualization of the issue of compliance with the concept of Industry 5.0. Although there are different tools, choosing a specific one is an important process, since not all of them can satisfy the specific needs of the organization. The main advantages and disadvantages of Power BI in comparison with other similar tools were considered. Using the example of BAT, the main areas of use of this tool in marketing analysis at different levels of the organization were investigated. The main problems in using Power BI were identified and divided into two categories: technical and subjective. To solve these problems at the organizational level, a list of improvements was proposed in accordance with each problem. It is worth noting that improvement procedures must be systemic in nature, because only then can they be considered effective. The prospects for further study of the stated topic lie in the dynamic growth of digitalization and the active transition to Industry 5.0, which leads to the emergence of new specific needs and an emphasis on a more human-centric approach when implementing new technologies. Such a vector of movement of organizations helps to increase overall efficiency, but also requires constant improvement of integration processes for the implementation and use of analytics systems.