Oʻzbekcha
KICHIK BIZNESDA RAQAMLI MARKETING SAMARADORLIGINI BAHOLASH: ANDIJON VILOYATI SHAROITIDA METODIK YONDASHUV
Journal
Ensuring Macroeconomic Stability and National Sustainable Development in the Context of the Green Economy: Problems and Solutions
Issue
Ensuring Macroeconomic Stability and National Sustainable Development in the Context of the Green Economy: Problems and Solutions
Abstract
Maqola kichik biznesda marketing strategiyalaridan foydalanish holatini tahlil qilgan avvalgi tadqiqotning mantiqiy davomi bo‘lib, raqamli marketing samaradorligini baholash masalasiga bag‘ishlangan. Sohaviy tadqiqotlarga ko‘ra, kompaniyalarning 90 foizida to‘liq yillik marketing rejasi mavjud emas, marketing qarorlari esa ko‘pincha egasi tomonidan o‘lchovsiz qabul qilinadi. Maqolada kichik tadbirkorlik subyektlari uchun mo‘ljallangan, sotuv voronkasiga asoslangan ko‘rsatkichlar tizimi (CPL, konversiya, CAC, LTV, ROMI) taklif etilgan; shartli misolda bir xil CPL ga ega kanallar turlicha CAC va ROMI berishi ko‘rsatilgan; ko‘rsatkichlar bo‘yicha qaror qabul qilish matritsasi hamda Andijon viloyatida pilot so‘rov o‘tkazish dizayni (tanlanma hajmi taxminan 383) ishlab chiqilgan. Natijalardan tadbirkorlikni qo‘llab-quvvatlash markazlarida o‘quv modullarini shakllantirishda foydalanish mumkin.
Keywords
raqamli marketing
marketing samaradorligi
CAC
LTV
ROMI
kichik biznes
Andijon viloyati
Русский
Статья является логическим продолжением исследования использования маркетинговых стратегий в малом бизнесе и посвящена оценке эффективности цифрового маркетинга. По данным отраслевых исследований, у 90% компаний нет полного годового маркетингового плана, а решения часто принимаются владельцем без измерений. Предложена система показателей для малых предприятий на основе воронки продаж (CPL, конверсия, CAC, LTV, ROMI); на условном примере показано, что каналы с одинаковым CPL могут давать разные CAC и ROMI; разработаны матрица решений и дизайн пилотного опроса в Андижанской области (выборка около 383).
CAC
LTV
ROMI
цифровой маркетинг
эффективность маркетинга
малый бизнес
Андижанская область
English
This article continues the earlier study of marketing strategies in small business and addresses the measurement of digital marketing effectiveness. Industry research shows that 90% of companies have no full annual marketing plan and marketing decisions are often made by the owner without measurement. The paper proposes a funnel-based indicator system for small enterprises (CPL, conversion, CAC, LTV, ROMI), shows with a hypothetical example that channels with the same CPL can yield very different CAC and ROMI, develops a decision matrix, and designs a pilot survey for Andijan region (sample size about 383). The results can be used to build training modules for business support centres.
digital marketing
marketing effectiveness
CAC
LTV
ROMI
small business
Andijan region
конверсия
ROMI)
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