INTEGRATED ASSESSMENT OF INTERNET MARKETING EFFECTIVENESS IN THE DIGITAL ECONOMY

Abstract

In the digital economy, evaluating Internet marketing effectiveness is pivotal for aligning strategic goals with market dynamics. European firms typically embed advanced analytics (Big Data, AI, GDPR-aware data practices) within mature CRM ecosystems, whereas many Ukrainian enterprises are still consolidating analytical infrastructure, KPI standards, and digital competencies. This asymmetry underscores the need for integrated, comparable assessment frameworks across contexts. The article aims to systematize scientific approaches to assessing Internet marketing effectiveness and to justify an integrated indicator - the EMD (Efficiency of Marketing in Digital)—that aggregates financial, behavioral, and perceptual metrics for comprehensive evaluation and inter-firm comparison. A mixed-methods design combines a narrative review of contemporary scholarship on performance measurement in digital marketing with a comparative analysis (2022–2024) using open company reports, advertising platform data (e.g., Google Ads, Meta Business Suite), and secondary industry sources. Quantitative procedures include normalization and weighted aggregation of KPIs (ROI, CLV, CAC, CR, RR, NPS) into the composite EMD index; qualitative interpretation considers market positioning and strategic objectives. The study confirms a shift from fragmented, finance-only metrics to integrated KPI systems that capture profitability (ROI), customer economics (CLV/CAC), funnel quality (CR), loyalty (RR), and advocacy (NPS). The proposed EMD metric consolidates these dimensions, enabling transparent benchmarking and strategy adjustment. Testing the model on leading Ukrainian telecom operators demonstrates discriminative power: firms investing in segmentation, personalization, automation, and advanced CRM outperform peers on ROMI, retention, and the composite EMD score; those relying on price competition without robust analytics lag on CLV and NPS. The EMD framework thus supports real-time control, cross-company comparison, and evidence-based optimization of marketing resources. An integrated, data-driven assessment architecture is essential for strategic management of Internet marketing. The EMD index operationalizes this architecture by unifying key indicators into a single, scalable measure that enhances decision quality and transparency. Future research should validate EMD across sectors and countries, calibrate weighting schemes under GDPR-like constraints, link metric movements to causal interventions (e.g., AI-based personalization), and explore predictive variants of EMD for proactive budget allocation and customer journey orchestration.