Methods for assessing the effectiveness of marketing activities in an enterprise

Abstract

This article is devoted to a comprehensive study of the theoretical and practical aspects of assessing the effectiveness of marketing activities in an enterprise. The article analyzes the main methods used to determine the effectiveness of marketing activities, including the content of indicators such as KPI (key performance indicators), ROI (return on investment), ROMI (profitability of marketing investments), CTR, CPC, and methods for calculating them. During the study, the importance of an analytical approach, digital marketing tools, and modern monitoring systems in assessing marketing effectiveness was widely covered. Also, mechanisms for assessing marketing activities based on factors such as advertising campaigns, sales volume, customer engagement, and brand awareness were considered. The article analyzes ways to improve marketing efficiency, existing problems, and opportunities to eliminate them using the example of enterprises operating in Uzbekistan. As a result, scientifically based proposals and recommendations were developed for more effective organization of marketing activities, rational use of resources, and increased competitiveness.