A DATA-DRIVEN APPROACH TO EVALUATING THE EFFECTIVENESS OF DIGITAL MARKETING IN CREATIVE INDUSTRIES

Abstract

The article explores the theoretical and methodological principles of applying a data-driven approach to assessing the effectiveness of digital marketing in creative industries in the context of the digital transformation of the economy. It is substantiated that the growth of digital data, the development of digital communications, and the complexity of interaction with consumers necessitate a transition from intuitive marketing decision-making to management based on data analysis. It is determined that for creative industries, whose activities are based on the creation of an intellectual product, creative content, and emotional interaction with the audience, a comprehensive assessment of digital marketing effectiveness is of particular importance. A critical analysis of modern foreign and domestic scientific research in the field of digital marketing, marketing analytics, and data-driven marketing has been conducted. It has been established that most existing approaches are focused on assessing individual digital tools or performance indicators, which does not provide a comprehensive analysis of the effectiveness of marketing activities. It was found that current methodological approaches do not sufficiently take into account the industry specifics of creative industries enterprises, for which, along with economic results, the level of audience involvement, content value, brand development and consumer behavioral characteristics are important. As a result of the study, an author's datadriven model for assessing the effectiveness of digital marketing of creative industries enterprises was proposed, which is based on the integration of marketing data from various digital sources, taking into account the influence of external and internal factors, using the Data-Driven Intelligence analytical block and a comprehensive assessment of economic, communication, behavioral, content and brand indicators. A feature of the model is the consideration of the assessment process as a continuous cycle of collecting, integrating, analyzing and using marketing data to support management decisions and improve digital marketing activities. The scientific novelty of the study lies in the development of a conceptual model for comprehensive assessment of digital marketing effectiveness, adapted to the specifics of the functioning of creative industries enterprises. The practical significance of the proposed model lies in the possibility of its use as a conceptual basis for building a system for monitoring the effectiveness of digital marketing, optimizing marketing communications and substantiating management decisions. Prospects for further research are related to the development of a methodology for integral assessment of digital marketing effectiveness based on the proposed model, determining a system of indicators, their weighting factors and testing the methodological approach at enterprises of various segments of creative industries.