INNOVATIVE METHODS OF EVALUATING THE EFFICIENCY OF ADVERTISING ACTIVITIES WITHIN THE FRAMEWORK OF DIGITAL STRATEGY (ON THE EXAMPLE OF «NOVA POST LLC»)

Abstract

The article provides a comprehensive analysis of the evolution of methods for evaluating advertising effectiveness in the context of digital transformation and the growing role of data-driven decision-making. The limitations of traditional metrics (ROI, CTR, GRP) are examined, showing that they primarily focus on short-term outcomes while neglecting multichannel interactions with consumers, personalization of communication, and the long-term value of the customer base. The necessity of shifting towards innovative approaches that enable multidimensional evaluation of advertising campaigns is substantiated. Among these methods, Big Data and artificial intelligence are highlighted for demand forecasting and personalization, next-generation attribution models for fair distribution of channel impact, CLV-based and cohort analysis for assessing customer loyalty and long-term value, omnichannel analytics for integrating offline and online communication, as well as neuromarketing tools and real-time analytics for studying subconscious consumer reactions and optimizing campaigns instantly. The case of «Nova Post LLC» illustrates the practical application of these innovative methods, including the use of QR codes in branches, push notifications with A/B testing, cohort-based customer analysis, and an omnichannel advertising strategy that combines digital, television, and outdoor campaigns. Empirical results demonstrate that combining traditional and innovative approaches leads to the creation of a comprehensive evaluation system that considers financial, behavioral, and emotional dimensions of advertising performance. The article proposes an integrated KPI system—encompassing ROI, CLV, Brand Lift, and engagement metrics—as a promising instrument for strategic management of marketing activities in a competitive business environment.