Substantiating the digitalization project effectiveness: Practical aspects

Subject. This article discusses the issues of digital technologies development investment. Objectives. The article aims to substantiate the investment project from the standpoint of marketing and calculate its key performance indicators through product labeling with QR codes. Methods. For the study, we used an economic analysis and the graphical method. Results. Based on the review of existing methodologies for assessing the effectiveness of projects related to the implementation of digital solutions, the article presents a set of indicators for calculation. As well, the article proposes an author-developed project roadmap for labeling products with QR codes, and calculates the project’s economic efficiency based on three scenarios. Conclusions. Projects on digitalization are often associated with uncertainty of economic outcomes, stakeholder resistance, and technical limitations. This leads to the necessity of exploring industry, regional, and corporate aspects of the development of digital technologies.