The article is dedicated to evaluating the effectiveness of internet marketing in e-commerce with a focus on integrating operational KPIs into the balanced scorecard system for strategic management of online business financial results. In the context of accelerated digitalization by 2025, when the global e-commerce market exceeds 6. 8 trillion with a projected growth to 8 trillion by 2027, AI algorithms, omnichannel strategies, hyper-personalization, and social commerce are radically changing consumer behavior. The aim of the work is to develop a conceptual model for transitioning from fragmented digital channel metrics (traffic, conversion, average check, customer retention) to a multidimensional system of indicators. This model assesses the contribution of marketing to value creation, revenue growth, profitability, company sustainability, and competitive advantages, taking into account key trends like LTVCAC, ROAS, and NPS in the post-pandemic digital economy. The methodological basis includes systemic and process approaches, methods of economic and financial analysis, KPI management, and Balanced Scorecard, adapted to e-commerce. Indicators are structured by perspectives (finance, customers, processes, learning), goals are broken down into web metrics, and a comparative analysis of the effectiveness of internet communications is applied. As a result, a methodology for translating operational indicators (traffic, conversion, average check, customer retention, etc. ) into a system of integral indicators related to revenue growth, profitability, and the value of the customer base has been developed. An adapted strategic goals map and a balanced scorecard system for internet companies are proposed, ensuring the comparability of marketing and financial results, as well as the ability to monitor the effectiveness of internet marketing at different management levels. The novelty of the research lies in the integration of KPI tools and Balanced Scorecard applicable to e-commerce and the formalization of the logic "from channel indicator to business value indicator. " Conclusions are made that the use of the developed methodology enhances the substantiation of management decisions in marketing investments, allows for the optimization of marketing budget structure, and contributes to the growth of financial stability and competitiveness of e-commerce companies.
Zihao Liu (Thu,) studied this question.