ЦИФРОВАЯ МЕДИАСРЕДА ТРАНСФЕРА ТЕХНОЛОГИЙ И ЭКСПЕРТНЫХ ЗНАНИЙ В ПИЩЕВОЙ ОТРАСЛИ: МОДЕЛЬ, АНАЛИТИКА И ОЦЕНКА ЭФФЕКТИВНОСТИ

Abstract:
The digital transformation of the food industry requires not only access to software products but also mechanisms that align the capabilities of information technologies with production tasks, data requirements, and expected economic outcomes for enterprises. The research problem lies in the gap between the expert knowledge of developers and integrators and enterprises’ readiness to formulate well-founded project requests. The aim of this article is to develop a model of a digital media environment for the transfer of technologies and expert knowledge to the food industry and to define a system for assessing its effectiveness. The object of the study is the process of transferring and assimilating technological knowledge through communication channels in interactions between IT companies and food industry enterprises. The subject of the study is the architecture, content, and economic model of the digital media environment. The empirical basis comprises anonymized data from ten events held between January and July 2026, as well as data on acquisition channels, website publications, lead magnets, and partner placements. The study uses systems and comparative analysis, content analysis, funnel analysis, AS-IS/TO-BE modeling, and a scenario-based approach to assessing economic effectiveness. The findings show that the existing media environment generates measurable qualified demand. However, the continuity of the user journey is disrupted by inconsistent CRM statuses, incomplete source attribution, and the absence of a verified link between content and financial outcomes. A closed-loop, seven-stage model is proposed: experts’ tacit knowledge – formalization – industry-specific channel – lead magnet or event – CRM – lead qualification – consultation or project. The scientific contribution lies in combining the substantive transformation of expert knowledge with end-to-end tracking of commercial outcomes. The model’s practical significance lies in its potential application to the design of industry-specific B2B media environments and the organization of interactions between digital-solution providers and industrial enterprises.