КОМПЛЕКСНА ОЦІНКА ЕФЕКТИВНОСТІ SMM-КАМПАНІЙ В СИСТЕМІ МАРКЕТИНГОВОЇ АНАЛІТИКИ

Abstract

The article examines the problem of evaluating the effectiveness of social media marketing (SMM) campaigns within the system of marketing analytics. Despite the growing popularity of SMM, many businesses struggle to assess the impact of their campaigns due to the lack of a comprehensive evaluation framework that considers the specifics of various social media platforms and industry characteristics. The study aims to develop a complex system for evaluating SMM campaign effectiveness that utilizes advanced analytics methods and provides actionable insights for decision-making. The proposed evaluation system assesses SMM campaigns at three levels: strategic, tactical, and operational. The strategic level evaluates the contribution of SMM to achieving overall business goals, the tactical level assesses the effectiveness of specific campaigns and activities, while the operational level tracks daily performance metrics. This approach allows businesses to link their SMM efforts with broader marketing and business performance indicators. The article presents the stages of functioning of the developed system, including datacollection and processing, the definition of key performance indicators (KPIs), the application of advanced analytics techniques, and the interpretation of results. The advantages of the system, such as its adaptability, scalability, and integration with existing marketing tools, are discussed along with its limitations, including the complexity of implementation and the need for skilled professionals. The author emphasizes the importance of testing the developed SMM evaluation system on real campaign data to validate its effectiveness and practical value. The approbation process involves selecting SMM campaigns, collecting and consolidating data from various sources, calculating metrics and KPIs, visualizing results, and interpreting findings. The results of the approbation can help refine the system and provide valuable insights for improving SMM strategies. The article concludes by providing practical recommendations for the effective use of the developed SMM evaluation system and outlining prospects for further research in the field. The study contributes to the advancement of marketing analytics in the context of social media and provides businesses with a powerful tool for making informed decisions and achieving better results in their SMM efforts.