Assessment of Internet Marketing Performance as an Indicator of Business Development Strategy

Abstract

The article examines the theoretical and methodological principles of assessing the effectiveness of Internet marketing as a key element of the strategic development of an enterprise in the context of digital transformation. It is determined that traditional approaches to assessing marketing effectiveness, which are based mainly on financial indicators, do not reflect the comprehensive impact of marketing activities on business sustainability and the level of customer loyalty. The feasibility of using an integrated marketing effectiveness model (IMR – Integrated Marketing Result), which combines three groups of indicators: financial (ROI, CLV, CAC), behavioral (CR, RR) and qualitative (NPS, CSAT, CX) is substantiated. A methodology for normalizing indicators and determining weighting coefficients based on expert evaluation, correlation-regression analysis and the analytic hierarchy process (AHP) method is proposed. A comparative analysis of the effectiveness of marketing activities of leading enterprises in the telecommunications industry of Ukraine – Kyivstar, Volia, DataGroup, NashNet, Triolan and Megogo is conducted. The application of the proposed model allows for a comprehensive assessment of marketing activities, identifying strengths and weaknesses of the management system, increasing the accuracy of decision-making and contributing to the formation of a long-term competitive advantage of the enterprise in the Internet environment.