Implementation of Machine Learning in Digital Marketing Promotion: Key Performance Indicators

This thesis investigates the integration of machine learning in digital marketing promotion and its impact on key performance indicators (KPIs). The aim of the work is to develop an approach for implementing machine learning in online promotion with a focus on identifying KPIs that can be optimized using this technology. The study analyzes the main areas of digital marketing such as search engine optimization (SEO), social media marketing (SMM) and contextual advertising (SEM). Key performance metrics in each of these areas and the role of machine learning in improving them are examined. We analyzed 15 real cases of companies from different industries that successfully applied machine learning algorithms to optimize marketing processes and improve business results. Expert interviews with specialists provided valuable insights into the current state, trends, challenges and prospects for the application of machine learning in digital marketing in Russia. As a result of the research, an approach for integrating machine learning into digital marketing was developed, including recommendations on data preparation, algorithm selection, task setting and competency development.