TRANSFORMATION OF MARKETING CAMPAIGN EFFECTIVENESS ASSESSMENT METHODOLOGY FROM LEAD VOLUME TO REVENUE INDICATORS

The article examines the transformation of the methodology for assessing marketing campaign effectiveness under conditions of increasing digital complexity and growing business demand for demonstrating the economic performance of marketing activities. The analysis is based on a theoretical and analytical comparison of contemporary studies on attribution models, data analytics, and financial metrics used to evaluate marketing investments. It is shown that traditional approaches focused on user activity indicators and lead volume do not allow an accurate assessment of marketing’s contribution to revenue generation and lead to distorted resource allocation in a multi-channel communication environment. The study substantiates that the development of channel attribution models and the integration of financial metrics change the logic of effectiveness measurement, shifting evaluation from the fixation of individual interactions to the analysis of the cumulative impact of marketing actions on organizational economic outcomes. It is demonstrated that an analytical infrastructure based on data processing and forecasting establishes a link between consumer behavior and profitability indicators, forming the foundation of an investment-oriented approach to marketing management. The findings show that marketing analytics is transforming from a tool for monitoring activity into a mechanism for supporting managerial decision-making and resource allocation. A conceptual interpretation of the transition from an operational model of marketing evaluation to a system measuring marketing’s contribution to revenue growth and long-term customer value is proposed. The article will be useful for researchers in marketing analytics, digital marketing, and data-driven management, as well as for practitioners involved in evaluating marketing investment effectiveness