Journal of International Economics Research JIER Pending 10.54216/JIER https://www.americaspg.com/journals/show/4233 2025 2025 Tashkent institute of textile and light industry, Uzbekistan Tatyana Tatyana This article develops a reproducible framework for selecting digital marketing tools in the textile industry and for measuring performance for national brands with weak digital salience. The study covers 2021–2024 and uses a conceptual-methodological design: (i) a structured synthesis of peer‑reviewed research on digital marketing, customer journey and marketing metrics, and (ii) operationalization into seven implementation tables. A two‑tier measurement protocol is proposed: Tier A relies on open signals (official statistical releases, publicly observable InstagramMeta signals, and a Google Trends branded‑search index as a proxy for awareness), while Tier B (when firm access exists) uses Google Analytics 4 (GA4) and CRMsales data to compute conversion, customer acquisition cost (CAC), return on marketing investment (ROMI), and customer lifetime value (LTV). Results include a tool taxonomy (social media marketing, content, influencer marketing, SEO, PPC, analytics, CRM automation, AI personalization, ARVR), a unified KPI dictionary, a digital maturity model, a risklimitations map, a data‑accessibility matrix, and a 90‑day roadmap. The framework enables firms to move from reach‑only reporting to conversion and retention management under explicit data constraints. 2025 2025 16 20 10.54216/JIER.020203 https://www.americaspg.com/articleinfo/42/show/4233