Abstract:
The study examines the importance of implementing modern analytical methods to enhance competitiveness and efficiency in the digital age. The relevance of the research topic is driven by the dynamic development of technologies and the increasing volume of data, which requires organisations to adapt to a rapidly changing information environment. Big data analytics, artificial intelligence, machine learning, and other innovative tools are now essential for data-driven decision-making and creating new strategic advantages. The integration of analytical methods is crucial in improving the effectiveness of managerial processes. Modern approaches, such as big data analytics, artificial intelligence, and machine learning, provide more in-depth insights into market processes. It enables the identification of new opportunities and minimises risks. These approaches facilitate the identification of trends and patterns that may only sometimes be apparent when using traditional methods. In the context of globalisation and rapid changes in the economic environment, the ability to adapt quickly and make informed managerial decisions becomes a competitive advantage. Success in the digital age requires organisations to adopt innovative technologies and develop flexible strategic approaches that enable quick adaptation to changes and the implementation of innovations. The findings of this section suggest that businesses that incorporate analytics into their management processes can achieve substantial benefits, such as enhanced flexibility, operational efficiency, and innovation capabilities.
