KICHIK BIZNES SUBYEKTLARIDA RAQAMLI MARKETING VOSITALARIDAN FOYDALANISH SAMARADORLIGINI OSHIRISH

The article examines the economic criteria and organisational mechanisms for improving digital marketing efficiency in small business entities. Based on a targeted literature review and comparative analysis, an approach is proposed for the integrated assessment of communication, sales, contribution margin, and data quality. Indicators of customer acquisition cost, order conversion, and repeat purchases are systematised. The study substantiates the selection of tools in accordance with process constraints, the integration of records, and phased scaling based on preliminary testing. The findings are conceptual in nature and require empirical validation using local enterprises as a practical context.