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In the last decade, the scientific field of enterprise architecture has been formed and is actively developing. The study of enterprise architecture has become an important research task. In the article the authors managed to trace the connection between the architecture of the enterprise and the management of the social system. To consider the personnel as a part of the architectural approach. To apply typological analysis and personnel construction method to the architectural framework. Many organizations have ongoing challenges and are in constant search of synchronization of business goals and objectives and their information system development processes. Enterprise architecture is used to solve these problems. These problems reflect the need for research and change in the methods of management of social systems in the organization.

The study is discussing the method of increasing the effectiveness of targeted advertising. Targeted advertising is the most popular form of advertising on social networks. The key element of the method is the formation of content considering the typological characteristics of the individual. The key problem that is solved by this method is increasing consumer loyalty to the brand or product through the formation of a perception of the value of the product. Perception of product value is formed by adapting advertising content and reaction to consumer actions. The characteristics of metrics for assessing the effectiveness of discretization of the audience of targeted advertising are given. The methodology of forming an individualized marketing strategy in the context of the differentiation of consumers specified in the article is discussed. Conclusions are drawn about the applicability of the proposed method for a traditional and digital sales channel.

This study addresses the issue of developing a model of value proposition in public management field. Value mapping is a vital feature for a digital modelling and analysis methods. The developed method is based on the Alexander Osterwalder business model canvas. An approach makes it possible to track the system intra-relations during a problem solving due to a value proposition and, accordingly, changes in the public management model. It represents an essential part of reference model for public management architecture and reveals the dependence of local municipalities on federal and regional state authorities due to financial shortage.