Methodological approaches to assessing the implementation of key performance indicators (KPI) in digital marketing of Russian companies

The article on the assessment of key performance indicators (KPIs) in digital marketing in the digital environment discusses theoretical concepts of KPIs, methodological approaches to assessing the dynamics of changes in the KPI system, and recommendations for their implementation. The analysis of the dynamics of changes in KPI indicators for the period 2019-2024 using correlation analysis and linear regression methods revealed the relationship between KPI indicators and financial performance, as well as allowed for the construction of a predictive model for the period up to 2027. The main trends and successful practices of implementing digital marketing elements have been identified. It has been concluded that, with a competent and reasonable approach, the use of KPIs can ensure the fastest and most effective achievement of business strategic goals.