Improving marketing communications management through data-driven integration
Annotatsiya
Abstract. The fragmentation of digital channels has made marketing communications increasingly difficult to manage as a unified business process. This thesis proposes a data-driven integration framework that connects strategic communication objectives with customer information, message coordination, channel roles, performance indicators, and managerial feedback. The framework is structured around five linked stages: strategic alignment, customer data consolidation, communication orchestration, multi-level performance measurement, and continuous optimization. Particular attention is given to the distinction between communication activity and economic effectiveness. The proposed approach can serve as a methodological basis for subsequent empirical research in retail, e-commerce, banking, telecommunications, and other customer-facing sectors in Uzbekistan.