Scientific and Analytical Fundamentals of Building and Assessing the Efficiency of a Digital Agency Business Model

Abstract

The systematization of the features of the transformation of business models of the service sector, which is based on a comprehensive understanding of the business model, strategic directions of innovative development of organizations in the service sector, allows to choose promising directions for improving their management. The article is devoted to the issues of business models of service industries within the B2B interactions and estimations of business models of service industries efficiency in dynamic environment conditions. There is a need to consider the business of clients comprehensively, to focus on the implementation of business management methodologies, optimization of business processes to combine two business models - agency and client within a model M2. Authors consider the main aspects of the activities of modern digital agencies. In addition to the static assessment of the company's performance indicator, authors also consider a short-term 3-year dynamic performance characteristic (Malmquist index).