Methodological Recommendations for Assessing the Effectiveness of Digital Marketing Based on the Principles of the Experience Economy

The article presents methodological recommendations for assessing digital marketing effectiveness based on the experience economy. It addresses the growing importance of users' emotional responses to digital marketing. The proposed methodology uses an integral impression assessment indicator formed through expert analysis for comprehensive campaign evaluation. It identifies optimal indicators for assessing impressions across websites, social networks, and advertising platforms. The decision tree method systematizes management decisions while considering various factors. The system enables dynamic monitoring and quick response to digital environment changes. These recommendations help enterprises allocate marketing budgets more effectively and adjust strategies while increasing personalization and improving user experience. Implementation improves digital marketing results and builds long-term customer loyalty.