Modern Analytical Approaches for Evaluating the Results of Digital Marketing

G. Todorova
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G. Todorova: University of National and World Economy, Sofia, Bulgaria

Innovative Information Technologies for Economy Digitalization (IITED), 2025, issue 1, 116-122

Abstract: Marketing and advertising expenses represent an increasingly significant share of companies’ overall operational budgets. The dynamic digital environment requires quick and accurate decisions regarding efficiency, budgeting and return on investment, making artificial intelligence a promising tool for cost management. This paper presents modern approaches to evaluating the results of marketing activities, including measuring return of investment. Intelligent systems enable in-depth analysis aimed at proper allocation of marketing and operational funds within corporate budgets and help to clearly determine which expenses are expected to generate returns in the context of budgeting and financial performance. The use of appropriate analytical tools supports informed managerial decision-making and can significantly improve a company’s financial results.

Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:nwe:iitfed:y:2024:i:1:p:116-122

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