Abstract

Conceptual issues of measuring the efficiency and effectiveness of digital marketing communications are considered. The interrelation between digital marketing communications tools and business goals, marketing and communication goals of an organization is studied. The classification of efficiency and effectiveness indicators of digital marketing communications depending on the stage of the consumer's decision-making process is shown. The procedure of data collection is explained and general rules of effectiveness and efficiency assessment of digital marketing communications are demonstrated. The procedure of factor analysis of costs and results obtained from the use of digital marketing communications is considered.