MODERN METHODS FOR EVALUATING THE EFFECTIVENESS OF ADVERTISING CAMPAIGNS

This article examines modern methods for evaluating the effectiveness of advertising campaigns from both theoretical and practical perspectives. It analyzes the transformation of advertising activities within the digital economy—specifically, the shift from traditional advertising channels to digital platforms, artificial intelligence technologies, the utilization of Big Data, and management systems grounded in marketing analytics. Based on the research findings, the study offers scientific and practical recommendations aimed at enhancing the effectiveness of advertising campaigns, optimizing marketing expenditures, and facilitating data-driven management decision-making, with a specific focus on the context of Uzbekistan.