Performance marketing: tools and KPI
DOI:
https://doi.org/10.31617/2.2025(54)05Keywords:
performance-marketing, advertising campaign, performance evaluation, marketing tools, digital communications, product promotion, conversion, digital environment, online advertising, communication strategy, target audience.Abstract
The modern performance-marketing model is based directly on the correct choice of tools and evaluation of key performance indicators (KPIs), which allows for accurate and high-quality measurement of the effectiveness of advertising campaigns. The study examines the relevant performance-marketing tools, identifies the main KPIs for evaluating the effectiveness of advertising campaigns in terms of tools. The article formulates a hypothesis that the introduction of a model for cross-analysis of the effectiveness of performance marketing tools, which involves identifying the same KPIs in different tools, tracking them in parallel in a timely manner, comparing the effectiveness of their use by executives and adjusting actions based on the identified best practices, ensures an increase in the efficiency of marketing campaign management, improves the conversion of digital channels and increases the return on advertising investments. The scientific literature is analyzed, and the authorʼs own definition of performance-marketing is proposed. The difference between the brand marketing and performance-marketing models is analyzed and highlighted. The following performance-marketing tools are considered in detail: contextual advertising, social media advertising, email marketing, affiliate marketing, programmatic advertising, remarketing, SEO. A model of cross-analysis of the effectiveness of performance-marketing tools is proposed, which helps to increase the profitability of advertising campaigns of an enterprise.
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