Information technology and its implications have shown significant developments in the last decades. The internet revolution and digital marketing have created a shrinking force on mass media advertising. They have formed the backbone of personalisation, marketing automation, neuromarketing, viral marketing, voice recognition, and conversion optimisation, and thus, Artificial Intelligence (AI) has risen as the phenomenon in marketing activities. Theoretical analysis of relevant researches on AI tools and future trends, presentation of conceptual framework and methodology design, and presentation of the research findings are the objectives of the research. This study has potential limitations such as the data collection process and access to the relevant literature. AI for marketing has already become a significant part of today’s competitive world, which utilising the marketing opportunities to obtain business goals and create breakthrough using AI. Hence, this paper aims to illustrate the theoretical review on the nexus between AI and marketing, which would lead to understanding the future scope of AI and its penetration in marketing activities.

Marketing effectiveness evaluation is an important issue for companies due to its significant impact on overall business performance and goals. Discussions on marketing effectiveness evaluation in academic and business societies are extensive. However, a unified and clear classification of marketing effectiveness evaluation approaches is missing. The purpose of this article is to conduct theoretical investigations about the existing approaches to marketing effectiveness evaluation. The review of academic literature was performed by selecting and reviewing the most relevant publications from two leading databases, Web of Science and Scopus. The most meaningful articles for the research area were chosen using a bibliometric analysis, and reviewed. The article discusses the evaluation of marketing effectiveness for different marketing initiatives, its impact on business, and challenges for organizations, and provides valuable insights into revealing trends in marketing effectiveness evaluation approaches. The presented classification of marketing effectiveness approaches is expected to contribute to a broader understanding of the research area.

The importance of marketing effectiveness evaluation and its impact on businesses is the core discussion in this article. After reviewing scientific articles on marketing effectiveness topics, the lack of a unified approach for mar-keting effectiveness evaluation was determined. In order to measure marketing effectiveness, it is important to set the specific goals and objectives for particular marketing activity, as well as select for evaluation the appropriate measure-ment methods and metrics. The selected evaluation system has to contribute to the company’s marketing strategy and the achievement of the overall business goals. It leads businesses to effective marketing strategies and gain better re-sults on marketing investments. Bibliometric analysis of scientific literature provides the overview significant scientific sources, such as the latest relevant articles, leading authors, contributing countries and journals with publications on marketing effectiveness evaluation field, as well most significant keywords for future analysis.

Marketing effectiveness evaluation is crucial for creating a marketing strategy that delivers a competitive advantage; however, it is a challenging process for organisations. A comprehensive literature review on various metrics used to evaluate the effectiveness of marketing activities is presented in this study. The research discusses the importance of evaluating marketing effectiveness in the current business environment. Different metrics used to evaluate marketing activities’ effectiveness, such as return on marketing investment, customer satisfaction, market share analysis and other significant metrics are explored. By applying the alignment of each metric to specific marketing activities, the classification of the compelling marketing metrics is presented. The discussion on the selection of relevant evaluation techniques is based on relation to business goals and objectives, shaping its marketing strategies and impact on budget al.ocation. Theoretical investigations in the research field propose that emphasising the significance of regularly evaluating the success of marketing efforts, employing appropriate effectiveness evaluation metrics, helps to make informed decisions and enhance future marketing activities.