ANALYSIS AND PREDICTION OF THE USE OF DIGITAL MARKETING TACTICS IN THE BANKING SECTOR USING ECONOMETRIC MODELS

Abstract

The study paper provides a detailed examination of how digital marketing methods affect the economic efficiency of commercial banks, specifically within the changing environment of the banking sector. The study examines the relationship between higher digital marketing spending, increased investment in staff development, and their impact on the net income of banks using 18 years of financial data from ATIB "Mortgage Bank" in Uzbekistan. The study uses advanced statistical analysis to create Vector Autoregressive (VAR) and Autoregressive Distributed Lag (ARDL) models to predict and assess the impact of marketing initiatives in the banking industry. The results highlight a strong correlation between increased digital marketing initiatives, greater staff commitment, and higher financial success of commercial banks. The VAR and ARDL econometric equations, generated from time series data, offer a strong foundation for comprehending the dynamic relationship between marketing tactics and economic results in the banking sector. This research adds to the overall discussion on the effectiveness of digital marketing, providing significant data for financial institutions looking to improve their economic efficiency by strategically investing in marketing and human resources.