Conceptual Model of Digital Transformation of Enterprise Management Processes

The authors of the article focus on digital transformation as a key element of competitiveness, innovation and efficiency of enterprises, which is a fundamental change in the way of doing business and interacting with customers. In the context of the digital transformation of an enterprise, the author singles out the business technology of omnichannel marketing, which occupies a strategically important place in enterprise management, ensuring continuity of interaction with customers, increasing satisfaction and loyalty, and promoting the efficient use of digital resources. The paper proposes a conceptual model of digital transformation of enterprise management processes, which includes six stages and represents an integrated approach to digital transformation. In this model, the authors use omnichannel marketing as a modern business approach to improving the efficiency of digital transformation processes and increasing customer experience. Based on the conceptual model, the authors propose an algorithm for managing omnichannel marketing for stakeholders, covering processes from planning to implementation and analysis of results. As key performance indicators, the authors used MROI, CR, NPS, CAC, and CLV, which are important components for assessing the success of omnichannel initiatives and helping to make management decisions on strategies to optimize customer interaction and increase the company's overall revenue.