Digital advertising performance measurement in omnichannel retail

The relevance of this work lies in the fact that advertising campaigns can consider the specificity of approaches of interacting with customers and identify the basic components that lies in the basis of a successful advertising format. Advertising is the way to interact with the client and the way to form opinions from the target audience, so you need to know the basic features of its operation in order to convey specific information to everyone correctly. The purpose of the master's dissertation was to identify and substantiate empirically the determinants of the effectiveness of online advertising campaigns to develop the methodology of optimizing the advertising budget and justifying effective advertising formats in omnichannel retail. The objective that were set in the master's dissertation: • analysis of the literature where research questions were studied; • analysis of current trends in omnichanality to derive the main tools; • analysis of advertising formats and their effectiveness at different points of contact with the consumer; • analysis of online advertising campaigns on the example of omnichannel retail; • creating a workable model of advertising budget optimization and justifying effective advertising formats based on the databases that will be collected using the analysis of the preceding paragraphs in omni-channel; • Testing the model. The practical significance of the work is the research results, that could be used in activities to create an effective advertising campaign. The results will help companies improve advertising efficiency by building a campaign based on omni-channel technology and select the correct channels. During the research, the results of advertising campaigns were studied, in different omni-channel elements in retail. Correlation and regression models were constructed. The testing of the model was based on the correlation analysis of the SPSS software to find the optimal channels for launching an advertising campaign. Testing has shown that there is a connection of dependence on the product group, i.e. different channels, different groups of products show completely different results. This confirms that at the launch of the software product it will be possible to measure and tell the advertiser where and in which channel it is better for him to invest money with his particular product.