Performance Indicators of Marketing Information Systems in Territorial Marketing under Conditions of E-Commerce

Abstract

Abstract: The purpose of the article is to provide a theoretical substantiation and to develop a scientific and methodological approach to forming an integrated system of performance indicators for marketing information systems of territorial marketing in the context of e-commerce. The study employs methods of scientific generalization, systemic and structural-logical analysis, comparison, and synthesis to examine contemporary approaches to evaluating the effectiveness of marketing information systems, territorial marketing, and e-commerce. A conceptual approach is applied to model an integrated system of indicators based on a multi-level structure: "resources - processes - results - strategic effect." The economic, information-analytical, organizational-managerial, process-systemic, and strategic approaches to assessing the effectiveness of marketing information systems are analyzed, and their advantages and limitations within the context of public administration are identified. The necessity of an integrated approach that combines technical-process, e-commerce, economic, and socio-managerial indicators is substantiated. A structural and logical model of an integrated system of indicators is developed, comprising four interrelated levels: resource-technological, process-analytical, performance-based, and strategic. The use of a scoring-based expression of indicators and the formation of an integral efficiency index with the application of weighting coefficients are proposed. It is proven that the effectiveness of marketing information systems in territorial marketing should be assessed comprehensively, taking into account their impact on the development of e-commerce, investment attractiveness, and the formation of a territory’s digital brand. The proposed model provides a methodological basis for improving the validity of managerial decision-making by local self-government authorities and contributes to strengthening the competitive position of territories in the digital environment.