Methods for Evaluating the Impact of Marketing Campaigns on Traffic Growth in Shopping Centers

Tetiana Dadochkina

Abstract: The article presents a theoretical and comparative analysis of modern methods for evaluating the impact of marketing campaigns on pedestrian traffic growth in shopping centers. The study is based on an interdisciplinary approach that integrates structural equation modeling, causal machine learning, neural network forecasting algorithms, and empirical case studies from both European and CIS market contexts. Particular attention is paid to the comparison of short-term and long-term marketing effects, as well as the distinction between B2C and B2B segments. The analysis includes data on foot traffic, sales dynamics, digital campaign reach, and internal reports from City Capital Group and Respublika Park shopping mall, confirming the effectiveness of event-based marketing strategies, branded collaborations, and digital channels. Effect verification was conducted using stratified comparison, cross-validation, and spatio-temporal predictor analysis. Universal performance indicators were identified, including traffic growth, motivation coefficients, and media engagement, forming the basis for a methodological framework for evaluating marketing effectiveness. The findings support the scalability of successful practices while accounting for local market specificities. This article will be of interest to professionals in marketing, urban planning, and commercial real estate, as well as researchers in digital economy and consumer behavior in urban environments.

Keywords: marketing campaigns, shopping centers, pedestrian traffic, quantitative assessment, structural modeling, digital marketing, B2C and B2B, causal analysis, event marketing, commercial real estate

How to Cite?: Tetiana Dadochkina, "Methods for Evaluating the Impact of Marketing Campaigns on Traffic Growth in Shopping Centers", Volume 14 Issue 10, October 2025, International Journal of Science and Research (IJSR), Pages: 1-4, https://www.ijsr.net/getabstract.php?paperid=SR25925085237, DOI: https://dx.doi.org/10.21275/SR25925085237