MANAGING CUSTOMER RESPONSE IN DIGITAL MARKETING COMMUNICATIONS: A RESPONSE-BASED METHODOLOGY FOR COMMUNICATION DECISION-MAKING

Digital marketing communications are frequently evaluated through campaign outputs such as reach, impressions, clicks, and conversions. These measures are useful, but they do not fully explain how customer response should influence the next communication decision. This article develops a response-based methodology in which positive, neutral, negative, and delayed customer signals are treated as managerial inputs. The proposed model links response diagnosis with decisions about message type, timing, channel, communication intensity, and follow-up action. A Customer Response Decision Map and a response-quality indicator system are introduced to distinguish productive engagement from message fatigue and passive exposure. The framework offers a distinct approach to marketing communications management and provides directions for empirical application in customer-facing sectors in Uzbekistan.

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