The purpose of this study is to examine the key difficulties companies face when attempting to integrate marketing information generated across various internal and external systems. The research aims to clarify how differences in data formats, collection methods, update frequency and organizational practices influence the accuracy of market analysis, pricing decisions and overall management efficiency. Additional objectives include identifying the role of master data consistency, assessing how data quality affects user trust in analytical systems, and exploring technical and security-related barriers that complicate the unification of marketing information.The study emphasizes that marketing data is inherently fragmented: different departments rely on separate digital platforms, while analytical indicators arrive in heterogeneous forms and at different time intervals. A detailed example from the titanium dioxide market demonstrates how building a single analytical model requires connecting several unrelated data groups – export quotations, logistics expenses, financial parameters and customs regulations. This case reveals the complexity of generating a correct import-parity price when data sources differ significantly in structure and reliability.The findings indicate that integration of marketing information is associated not only with methodological and technological constraints but also with financial, organizational and strategic risks. Errors in classification, inconsistencies in master data, rigid security policies and lack of personnel expertise can distort market insights, reduce competitiveness and lead to misguided managerial decisions. The study concludes that successful integration requires a comprehensive approach combining data auditing, standardization, personnel training, enhanced security measures and modular architectural solutions. Ultimately, the ability to consolidate marketing information becomes a critical factor in increasing operational efficiency and ensuring the longterm resilience of companies operating in volatile and competitive markets.

The article is devoted to the study of open innovation practices in the oil and gas industry. Key forms of interaction with external partners are examined, including corporate venture investing, scientific and technical cooperation with universities and research institutions, as well as the institutionalization of partnership models. It is emphasized that under conditions of increasing global competition and limited access to external technology sources, the use of open innovation mechanisms acquires strategic significance for enhancing the technological resilience of the industry. A comparative analysis of foreign and domestic experience is conducted, allowing identification of differences in the level of maturity, institutional framework, and degree of integration of external innovation resources into the corporate environment. Foreign models are characterized by a high degree of strategic alignment with the scientific agenda, extensive use of venture mechanisms, and stable alliances with external developers. Meanwhile, Russian practice demonstrates individual successful initiatives but overall is marked by limited coverage and a weak institutional base. Based on the analysis, directions for adapting effective solutions to Russian conditions are proposed. These include the development of venture building as a tool for long-term support of new businesses, formation of equal partnerships with scientific institutions, and the creation of organizational structures for managing open innovations. The presented conclusions can be used in the development of corporate strategies and state policies in the field of innovation development of the oil and gas industry.

The article is devoted to the analysis of the effectiveness of innovation activity in Russia for the period 2020–2024. The study covers key aspects of the development of the country’s scientific and technological potential, including investments in research and development (R & D), patent activity, exports of high-tech products, as well as the level of innovation in the real sector of the economy. Special attention is paid to factors affecting the effectiveness of the innovation system, such as government support, digitalization, sanctions pressure and regional imbalances. The article provides a comparative analysis of Russia’s positions with world leaders in the field of innovation, such as China, Germany, Finland and the USA. Based on the data obtained, the main achievements and problems faced by the Russian innovation system are highlighted. Among the positive trends, there is an increase in investment in research and development, an increase in the number of patent applications and the development of the IT sector. At the same time, there are serious problems associated with limited international integration, lack of private investment and uneven distribution of innovation activity between regions. The final part of the article contains promising areas for improving the efficiency of innovation in Russia. Measures are proposed to create a favorable investment climate for private capital, develop international cooperation, form a motivation system for young professionals, and expand the network of regional innovation centers. The authors emphasize the need for an integrated approach to solving the identified problems in order to ensure the country’s sustainable technological development in the face of modern global challenges.