DIGITAL TRANSFORMATION OF FINANCIAL MANAGEMENT: NEW APPROACHES TO CONSUMER BEHAVIOR ANALYTICS AND MARKET FORECASTING
Keywords:
digital finance, market forecasting, big data, consumer behavior, FinTech, digital transformation.Abstract
This article examines modern approaches to financial management and marketing research in the context of the digital economy. It explores the integration of artificial intelligence, big data, and financial technologies in analyzing consumer behavior and predicting market trends. The study demonstrates how digital transformation enhances operational efficiency and increases corporate competitiveness.
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