Application of digital marketing technologies in the field of logistics: methodology and performance assessment

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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