Innovation science and technologiy 2-jild 5-son (2026)
DIGITAL MARKETING INTEGRATION, KPI ARCHITECTURE AND CAUSAL EVALUATION OF ENTERPRISE COMPETITIVENESS IN EMERGING MARKETS: A CONCEPTUALMETHODOLOGICAL FRAMEWORK FOR UZBEKISTAN
Ruziev, Bakhtiyor
Annotatsiya
Purpose: This article develops a conceptual-methodological framework for evaluating how digitalmarketing integration contributes to enterprise competitiveness in emerging markets. The study responds to apersistent problem in digital transformation research: enterprises often adopt CRM systems, Big Data analytics,AI personalization, and omnichannel platforms without converting these tools into sustained competitiveadvantage.Design/methodology/approach: The article synthesizes strategic marketing theory, market orientation,dynamic capabilities, marketing analytics, Balanced Scorecard logic, and causal inference methodology.It proposes a five-condition framework for digital competitive advantage, a nine-node customer-data-tocompetitivenesscausal chain, a five-perspective KPI architecture, and a data-contingent causal identificationprotocol for Uzbekistan and comparable emerging markets.Findings: Digital marketing tools generate competitiveness only when embedded in five mutuallyreinforcing conditions: strategic integration, data quality, analytical competence, organizational agility, andalgorithmic uniqueness. The proposed KPI architecture separates leading indicators from lagging outcomesand distinguishes latent constructs from managerial performance indicators. The causal protocol clarifies whenPLS-SEM, panel fixed effects, instrumental variables, difference-in-differences, and propensity score matchingare appropriate.Originality/value: The article contributes an emerging-market-calibrated roadmap for moving from digitalmarketing adoption to measurable competitiveness evaluation under data scarcity. It provides a theoreticallygrounded and empirically testable framework for managers, researchers, and policymakers
digital marketing integration; enterprise competitiveness; KPI architecture; causal inference; Balanced Scorecard; PLS-SEM; emerging markets; Uzbekistan; marketing analytics; digital maturity
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