The Analytical Tools for Assessing the Efficiency of Advertising Campaigns and the Competitiveness of Enterprises

The article examines modern analytical platforms used to evaluate the efficiency of advertising campaigns and enhance the competitiveness of enterprises. The relevance of the research is determined by the growing role of marketing analytics in the process of making strategic business decisions. The main problems in the field of using analytical tools and the possibilities for their resolution have been identified. The aim of the study is to analyze and compare key analytical platforms, including Google Analytics 4, Looker Studio, SEMrush, and Power BI, as well as to identify their advantages and limitations. The features of using the mentioned tools for analyzing advertising campaigns, competitive environments, customer interaction management, and data visualization are considered. The research methodology includes a systematic analysis of contemporary scientific publications and business reports, a comparison of the functional capabilities of analytical platforms, as well as an evaluation of the practical aspects of their integration into the marketing activities of enterprises. According to the research findings, the use of a comprehensive approach to marketing analytics allows for the optimization of advertising costs, improvement of marketing campaign personalization, and a faster adaptation to changes in the market environment. The main difficulties related to the integration of various platforms into a unified analysis system have been identified, and approaches to overcoming them have been proposed. Prospects for further research cover issues related to optimizing the integration of analytical platforms, the application of artificial intelligence for predicting consumer behavior, and assessing the impact of changes in data privacy on marketing analytics. The obtained results may be useful for marketers, analysts, and company executives who aim to enhance the efficiency of their marketing strategies based on analytical data.