Improving digital and personalised instruments for the promotion of educational services

Umarov , Shuhrat

Innovation science and technologiy · 2026-yil

Annotatsiya

Digital promotion in higher education is commonly assumed to improve as the degree of personalisationincreases. This article examines a more specific question: what, exactly, is being personalised? Thirty-six recruitmentcampaigns, accounting for 80 million UZS in expenditure, are classified along two dimensions: personalisation depth,ranging from broadcast communication to individually responsive communication, and message payload, defined accordingto whether the content contains a claim that a prospective student can verify. The analysis focuses on the interactionbetween these two dimensions.When entered alone, personalisation depth is associated with a 0.716-percentage-point increase in response, with a t statisticof 2.71, and explains 17.7 per cent of the variation. When the interaction term is included, the constitutive terms areno longer statistically significant, whereas the interaction coefficient is 1.819, with a t statistic of 10.22, and R² increasesto 0.921. Interpreted conditionally, these estimates indicate that an additional unit of personalisation depth is associatedwith a 0.123-percentage-point increase in response for a message containing an assertion and a 1.942-percentage-pointincrease for a message containing a verifiable claim—a ratio of 15.8.Delivery cost increases approximately six-fold with personalisation depth for both types of message. Consequently, costper response increases by a factor of 5.44 when the message payload consists of an assertion and by a factor of 1.97when it contains a verifiable claim. At the deepest level of personalisation, the difference between the two message typesis substantial, with a Welch statistic of 13.68. The sector allocates 67.8 per cent of campaign expenditure to messagescontaining no verifiable claim, while 46.4 per cent of total expenditure is allocated to deeply personalised campaigns carryingsuch messages.Two alternative adjustments are quantified. Reducing personalisation depth in campaigns without verifiable claimsreleases an estimated 29 million UZS and is associated with an estimated net gain of 13,253 responses, whereas changingthe message payload from assertion-based to verifiable content produces an estimated net gain of 38,630 responseswithout increasing campaign expenditure. The estimated gain from the latter adjustment is nearly three times larger. Itsapplicability, however, depends on whether an institution has substantive and verifiable information that can be communicatedto prospective students.

Maqola ma’lumotlari
MualliflarUmarov , Shuhrat
JurnalInnovation science and technologiy
NashriyotТошкент давлат иқтисодиёт университети
Nashr sanasi2026-08-01
Jild2
Son8
Betlar219-232
TilIngliz
Ilmiy sohaIqtisodiyot
DOI10.5281/zenodo.22823352
Indeksga qo‘shilgan2026-09-19

DOI: 10.5281/zenodo.22823352 · Maqolaning asl sahifasi

Kalit so‘zlar

digital marketing; personalisation; message verifiability; interaction effects; cost per response; higher education; Uzbekistan

Ilmiy soha

Iqtisodiyot

Iqtibos keltirish

APAUmarov , Shuhrat (2026). IMPROVING DIGITAL AND PERSONALISED INSTRUMENTS FOR THE PROMOTION OF EDUCATIONAL SERVICES. Innovation science and technologiy, 2(8), 219-232. https://doi.org/10.5281/zenodo.22823352
GOST (OAK)Umarov , Shuhrat IMPROVING DIGITAL AND PERSONALISED INSTRUMENTS FOR THE PROMOTION OF EDUCATIONAL SERVICES // Innovation science and technologiy. – 2026. – T. 2, № 8. – P. 219-232. – DOI: 10.5281/zenodo.22823352.
MLAUmarov , Shuhrat. “IMPROVING DIGITAL AND PERSONALISED INSTRUMENTS FOR THE PROMOTION OF EDUCATIONAL SERVICES.” Innovation science and technologiy, 2(8), 219-232, 2026. https://doi.org/10.5281/zenodo.22823352
ChicagoUmarov , Shuhrat. “IMPROVING DIGITAL AND PERSONALISED INSTRUMENTS FOR THE PROMOTION OF EDUCATIONAL SERVICES.” Innovation science and technologiy, 2(8), 219-232 (2026). https://doi.org/10.5281/zenodo.22823352
HarvardUmarov , Shuhrat (2026) ‘IMPROVING DIGITAL AND PERSONALISED INSTRUMENTS FOR THE PROMOTION OF EDUCATIONAL SERVICES’, Innovation science and technologiy, 2(8), 219-232. https://doi.org/10.5281/zenodo.22823352
BibTeX
@article{umarovshuhrat2026,
  title = {IMPROVING DIGITAL AND PERSONALISED INSTRUMENTS FOR THE PROMOTION OF EDUCATIONAL SERVICES},
  author = {Umarov , Shuhrat},
  journal = {Innovation science and technologiy},
  year = {2026},
  volume = {2},
  number = {8},
  pages = {219-232},
  doi = {10.5281/zenodo.22823352},
  url = {https://doi.org/10.5281/zenodo.22823352}
}

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