Metrics in digital marketing of trade enterprises

Abstract

Aim of the article. The purpose of the article is to identify metrics that are relevant to digital marketing, in particular, in the activities of trade enterprises. Description of certain metrics, their detailing and systematization. Analyses results. A study on the metrics of digital marketing in the activities of trade enterprises. Systematized, defined and supplemented groups of digital marketing metrics, their application in the activities of enterprises. The main metrics of digital marketing on some groups of metrics of digital marketing in the aspect of the analysis of digital marketing are allocated. The metrics used in social media marketing have been significantly supplemented and described. Added an exhaustive list of marketing metrics in social networks, in particular, highlighted the main ones. The interpretation of the metrics for attracting, covering and evaluating the results of advertising campaigns in order to attract new subscribers has been supplemented and detailed. The metrics of media and ppc-advertising are described in detail, the most important of them are singled out. The metrics of email-marketing are considered, defined and supplemented, priority ones are determined. The popularity of using digital metrics in ppc and e-mail groups is substantiated.The digital marketing metrics used for startups are outlined, described and detailed. Conclusions and directions for further research. The study analyzed and supplemented the main groups of application of digital marketing metrics. The descriptions and details of these metrics have been clarified, a wider set of metrics has been found, which corresponds to the current state of affairs in digital marketing. Systematized information from various sources and supplemented by practical observations of the functioning of services and digital marketing systems. The metrics related to social media marketing have been significantly supplemented and described. For each direction, important metrics are identified that outline the tools by results