ANALYTICALLY SECURE MANAGEMENT OF COMMERCIAL ACTIVITY PERFORMANCE IN THE CONTEXT OF DIGITAL TRANSFORMATION
Abstract
The relevance of the research is due to the growing role of digital technologies and data analytics in the increased effectiveness of commercial activities of enterprises in the minds of the digital transformation of the economy. The purpose of the article was to ground theoretical and methodological approaches to the formation of effective analytical support for managing the effectiveness of commercial activities of enterprises based on the use of current digital data tools. The research methodology was based on a well-established systematic approach, methods of theoretical delineation, analysis and synthesis, structural and functional analysis, as well as level and statistical analysis for assessing the level integration of digital technologies in the activities of enterprises. The essence of analytical performance management as an integrated system that feeds information, analytical and management components is clarified. A structural model of analytical storage has been proposed, which includes information, methodological-analytical, organizational-managerial, technological and performance-oriented warehouses. Current digital tools are systematized into functional groups and their correspondence to the structural components of analytical security is established. The role of digital technologies, advanced data analytics, artificial intelligence and the Internet of Things (IoT), at the advanced level of management decisions is outlined. The advantages and exchange of digital tools in the enterprise performance management system have been clarified. The practical significance of the obtained results lies in the possibility of using a different approach and recommendations for the improvement of analytical systems for ensuring the performance of enterprises, improving the efficiency of production processes, management decisions, optimization of commercial activities and the formation of competitive advantages in the minds of the digital economy, ensuring sustainable development and long-term business resilience.
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