THE ROLE OF INTERNET ANALYTICS IN IMPROVING THE EFFICIENCY OF MARKETING ACTIVITIES

Authors

DOI:

https://doi.org/10.30888/2663-5712.2025-34-03-102

Keywords:

web analytics, web analytics ecosystem, marketing, marketing efficiency, communication efficiency, competitive advantages, advertising campaign optimization, innovation, competition, business competitive advantages, business strategy, leadership, socially

Abstract

This study examines how the digital transformation of business has led to an increased role of web analytics in marketing decision-making. Modern enterprises employ analytical tools to optimize advertising campaigns, improve communication efficiency, and

References

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Google Analytics Official Documentation [Електронний ресурс]. 2024. Режим доступу: https://analytics.google.com (дата звернення: 01.11.2025).

Kotler P., Keller K. L. Marketing Management. Pearson, 2023. 832 с.

Statista Reports on Digital Marketing Trends [Електронний ресурс]. 2025. Режим доступу: https://www.statista.com (дата звернення: 17.11.2025).

Українська асоціація маркетингу. Аналітика та Big Data у бізнесі [Електронний ресурс]. 2024. Режим доступу: https://uamarketing.org.ua (дата звернення: 10.10.2025).

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Published

2025-11-30

How to Cite

Жук, О. (2025). THE ROLE OF INTERNET ANALYTICS IN IMPROVING THE EFFICIENCY OF MARKETING ACTIVITIES. SWorldJournal, 3(34-03), 287–297. https://doi.org/10.30888/2663-5712.2025-34-03-102

Issue

No. 34-03 (2025)

Section

Articles

License

Copyright (c) 2025 Authors

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This work is licensed under a Creative Commons Attribution 4.0 International License.