INTEGRATED MODEL FOR ASSESSING THE ECONOMIC EFFECTIVENESS OF DIGITAL COMMUNICATIONS: SYNTHESIS OF FINANCIAL AND BEHAVIORAL INDICATORS
Main Article Content
Abstract
Introduction. The conditions of digital economic transformation increase the role of digital communications as a strategic driver of firms’ financial performance. At the same time, traditional approaches to performance evaluation remain fragmented and fail to ensure consistency between behavioral metrics and financial indicators. This determines the need for a comprehensive methodology for the integrated assessment of digital communication effectiveness.
Purpose. The purpose of the article is to develop an integrated model for assessing the economic effectiveness of digital communications, ensuring a systematic combination of financial-economic, behavioral, and regulatory compliance indicators within an adaptive management architecture.
Results. The theoretical and methodological foundations of the integrated approach are substantiated based on a systemic-dialectical paradigm. A three-component model structure is proposed, including a financial-economic module (ROMI, LTV, CAC, Retention Rate), a non-financial module based on the Digital Interaction Index, and a regulatory compliance module with the calculation of the Compliance Stability Coefficient. An integral performance indicator is formalized with regard to the business life cycle stage. An implementation algorithm is developed, covering analytics audit, calibration of weight coefficients, data integration, and calculation of key indicators. The feasibility of treating marketing expenditures as investments with predictable returns and controlled risk levels is demonstrated.
Originality. The scientific novelty lies in the synthesis of financial, behavioral, and regulatory dimensions into a unified adaptive evaluation system that transforms qualitative aspects of digital interaction into measurable economic outcomes.
Conclusion. The proposed model enhances the validity of strategic decision-making, supports budget optimization, and contributes to increasing the profitability of digital communications in the contemporary business environment. The model establishes a comprehensive analytical framework for the transition to adaptive strategic management of digital communications under increasing regulatory and competitive dynamics.
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