turanВестник университета «Туран»Bulletin of "Turan" University1562-29592959-1236Университет «Туран»10.46914/1562-2959-2026-1-3-459-472turan-5721Research ArticleТРИБУНА МОЛОДОГО ИССЛЕДОВАТЕЛЯPLATFORM OF YOUNG RESEARCHERПрименение маркетинговых цифровых технологий в сфере логистики: методика и оценка результативностиApplication of digital marketing technologies in the field of logistics: methodology and performance assessmenthttps://orcid.org/0009-0007-1233-0858ЕлешеваЖ. Б.YeleshevaZh. B.

докторант.

Алматы

doctoral student.

Almaty

zhanna_elesheva@mail.ruhttps://orcid.org/0000-0001-9017-2225АхметқалиеваС. К.AkhmetkalievaS. К.

к.т.н., доцент.

Алматы

c.t.s., аssociate рrofessor.

Almaty

sandygula@yandex.ruhttps://orcid.org/0000-0002-6444-0836ЖанбировЖ. Г.ZhanbirovZh. G.

д.т.н., профессор.

Алматы

d.t.s., рrofessor.

Almaty

zh.zhanbirov@turan-edu.kzhttps://orcid.org/0000-0003-2981-0624ИльинИ. В.IlinI. V.

д.э.н., профессор.

Санкт-Петербург

d.t.s., professor.

St. Petersburg

igor.ilin@spbstu.ruКазахский национальный университет им. аль-ФарабиКазахстанAl-Farabi Kazakh National UniversityKazakhstanУниверситет «Туран»РоссияTuran UniversityRussian FederationСанкт-Петербургский политехнический университет Петра ВеликогоРоссияPeter the Great St. Petersburg polytechnic UniversityRussian Federation20260210202603459472Copyright © Елешева Ж.Б., Ахметқалиева С.К., Жанбиров Ж.Г., Ильин И.В., 20262026Елешева Ж.Б., Ахметқалиева С.К., Жанбиров Ж.Г., Ильин И.В.Yelesheva Z.B., Akhmetkalieva S.К., Zhanbirov Z.G., Ilin I.V.Данная работа распространяется под лицензией Creative Commons Attribution 4.0.This work is licensed under a Creative Commons Attribution 4.0 License.https://vestnik.turan-edu.kz/jour/article/view/5721

В условиях цифровой трансформации особую актуальность приобретает проблема совершенствования логистической деятельности и интеграции маркетинга и логистики. Работа-предназначена для определения экономических и операционных результатов внедрения инструментов цифрового маркетинга в деятельность логистической компании с помощью количественных показателей. Исследование было разделено на две группы: в экспериментальной группе использовались онлайн-трекеры, электронные сообщения и персонифицированные рекомендации, а контрольная группа получала услуги в традиционном формате. Результаты показали, что внедрение цифровых технологий увеличило средний чек на 25%, количество заказов на 23,3% и повторные закупки – на 30%. Уровень удовлетворенности клиентов увеличился с 3,9 до 4,6 (p<0,05). Рентабельность инвестиций составила 62,9%, чистая экономическая прибыль составила 2,9 млн тг. Время доставки сократилось на 12%, а расходы на топливо снизились на 15%. Научная новизна исследования проявляется в разработке подхода к комплексной оценке влияния маркетинговых цифровых технологий на результаты логистической деятельности на основе эмпирических данных в конкретной производственной среде. Предложенная методика позволяет количественно доказать влияние инструментов цифрового маркетинга на операционные и финансовые показатели, комбинируя статистический анализ и расчеты экономической эффективности. Практическая ценность исследования заключается в предоставлении логистическим компаниям четкого алгоритма и вычислительных механизмов для измерения результативности внедрения цифровых решений. Этот подход применим к автоматизации маркетинга для предприятий.

Improving logistics operations in the context of digital transformation is of particular importance, and the issue of integrating marketing and logistics becomes especially significant. It is intended for the appropriate labeling of vacancies – the digital economic and operational results of a logistics company specializing in digital marketing tools. In the context of digital transformation, the issue of improving logistics activities and integrating marketing and logistics becomes particularly relevant. The work is intended to determine the economic and operational results of implementing digital marketing tools in the activities of a logistics company using quantitative indicators. The study was divided into two groups: the experimental group used online trackers, email messages, and personalized recommendations, while the control group received services in the traditional format. The results showed that the introduction of digital technologies increased the average check by 25%, the number of orders by 22.3%, and repeat purchases by 30%. The customer satisfaction level increased from 3.9 to 4.6 (p<0.05). The return on investment was 62.9%, and the net economic profit amounted to 2.9 million tenge. Delivery time decreased by 12%, and fuel costs fell by 15%. The scientific novelty of the study lies in the development of an approach to a comprehensive assessment of the impact of digital marketing technologies on the results of logistics activities based on empirical data in a specific production environment. The proposed methodology makes it possible to quantitatively prove the impact of digital marketing tools on operational and financial indicators by combining statistical analysis and calculations of economic efficiency. The practical value of the study lies in providing logistics companies with a clear algorithm and computational mechanisms for measuring the effectiveness of implementing digital marketing tools.

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The authors declare that there are no conflicts of interest present.