INFLUENCE OF DIGITIZATION ON THE EFFECTIVENESS OF BUSINESS ANALYTICS OF ENTERPRISE ACTIVITIES

Abstract

Every day, we encounter digitalization in every aspect of our lives without realizing it. From checking emails on our smartphones to using online banking and social media, digital technologies have become an integral part of our everyday lives. But how can digitalization affect the efficiency of business operations? Digital transformation is fundamentally changing approaches to business intelligence, providing new opportunities for data analysis and decision-making. Modern technologies allow businesses to analyze information more deeply, identify customer needs more accurately, and improve business processes. This makes it possible to understand market trends and consumer behavior, which contributes to increasing business efficiency and flexibility in the face of rapid changes in the market. However, along with these benefits, digitalization also brings new challenges and tasks, such as data protection issues and a shortage of qualified specialists. For a successful digital transformation in business intelligence, companies need to invest in developing technological infrastructure, staff training, and implementing modern tools, while taking into account possible risks and challenges. The article focuses on how innovative technologies can play a decisive role and improve the decision-making process in the business market, what strategies can help businesses successfully implement digital tools, and what investments in infrastructure and staff training are needed to maximize the effect. The article focuses on how innovative technologies can play a decisive role and improve the decision-making process in the business market, what strategies can help businesses successfully implement digital tools, and what investments in infrastructure and training are needed to maximize the effect.