Marketing research datasets in digital development ecosystems: an Industry 5.0 ITSM approach

A.I. Vasilyev

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Abstract: In the context of the transition from Industry 4.0 to Industry 5.0, the importance of digitalizing business models based on trusted access to data and the integration of digital ecosystem participants is growing. The relevance of this study stems from the lack of effective tools for development companies to consolidate and analyze marketing information in a single digital space. The scientific novelty of this work lies in the development of a model of a development company’s digital ecosystem, considered as a business model for trusted access to data, as well as in the formation of a system of metrics and sources of marketing information to support management decisions.
Aim. This study is to describe a digital ecosystem model for a development company as a business model for trusted access to data, and to develop a system of metrics and data sources for a digital ecosystem for development firms.
Research methods. The methodological basis of the study are ITSM, MBSE, and enterprise information management (EIM) approaches, which enable the integration of structured and unstructured data, including Big Data, AI, and IoT technologies.
Results. The article proposes a classification of relevant data sets and conducts an expert assessment of their significance and frequency of application. Using the example of a development company’s business process for determining the cost per square meter, the need to use integrated data sets for decision-making by the commercial director is substantiated. The results of the study demonstrate the feasibility of systematically consolidating marketing information and building a unified data model for a developer’s digital ecosystem.
Conclusions. The paper concludes that the proposed model is of practical importance for improving management efficiency, and identifies areas for further research related to the development of scenariobased game and simulation models of interaction between ecosystem participants.

Keywords: marketing research, datasets, digital ecosystem, ITSM, management decisions

For citation. Vasilyev A.I. Marketing research datasets in digital development ecosystems: an Industry 5.0 ITSM approach. News of the Kabardino-Balkarian Scientific Center of RAS. 2026. Vol. 28. No. 1. Pp. 161–174. DOI: 10.35330/1991-6639-2026-28-1-161-174

©   Vasilyev A.I., 2026

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Information about the author

Alexey I. Vasilyev, Postgraduate Student, Department of Innovative Management, Saint Petersburg State Electrotechnical University “LETI”;
5, Professor Popov street, Saint Petersburg, 197022, Russia;
avasilyev@list.ru, ORCID: https://orcid.org/0009-0009-3548-2162

Funding

The study was performed without external funding.