DIGITAL TRANSFORMATION OF ACCOUNTING AND BUSINESS ANALYTICS AS A TOOL FOR STRATEGIC DEVELOPMENT OF ENTERPRISES

Анотація

Digital transformation of business analytics is a fundamental prerequisite for the strategic development of enterprises, as it enables the integration of advanced digital technologies into decision-making processes, resource optimization, and the enhancement of business model flexibility. Traditional approaches to analytics often fail to deliver the required speed and accuracy under dynamic market conditions and global challenges. There is an urgent need for innovative solutions that combine economic, technological, and social aspects of management. Modern digital tools, including Artificial Intelligence (AI), Big Data analytics, cloud technologies, and business process automation, provide new opportunities for comprehensive transformation of business analytics. The purpose of this paper is to investigate how the integration of digital technologies into business analytics contributes to the strategic development of enterprises, strengthening their competitiveness and resilience. The findings confirm that comprehensive application of digital solutions significantly improves decision-making processes, reduces operating costs, enhances transparency, and increases organizational adaptability. The scientific novelty lies in substantiating a model of strategic enterprise development through the synergy of digital technologies and business analytics. Limitations of the study are related to the uneven level of digital readiness across industries and the need for further analysis of strategy adaptation for small and medium-sized enterprises. The practical value of the results lies in the possibility of applying the proposed approaches by companies and professionals to optimize business models, improve management efficiency, and achieve sustainable development goals.

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