Proceedings of the International scientific and practical conference ―Science, Technology and Culture: From Tradition to Digital Future‖ (December 8-10, 2025) / Publisher website: www.naukainfo.com. – Vienna, Austria, 2025. – 183 p.

29 necessitates the implementation of radical changes in management. The company's management staff retains its traditional functions, but in the context of digital transformation, their implementation is carried out through a number of specific types of management activity, in particular, such as: digital strategy, digital marketing, digital analytics and digital operations. Let us consider each of the above types of management activity in more detail. Digital strategy aims to draw up a roadmap for the business structure, which involves the practical use of digital technologies and tools to achieve the outlined strategic goals and operational tasks. This strategy should include such aspects as the development of digital products and (or) services, work on generating and processing data, designing and implementing technical infrastructure. Digital marketing, in turn, aims to use and popularize digital channels for promoting personalized goods and services, expanding the customer base by attracting new customers and subsequently increasing sales volumes. Such mechanisms can include various social platforms, contextual advertising, a wide range of open Internet resources, etc. The use of digital analytics (digital analytics) aims to collect and process data in digital format, which allows companies to generate and implement only balanced and well-founded decisions and optimize the process of making them. Analytics can also help identify market trends, monitor and track the effectiveness of marketing campaigns, and identify new promising vectors for business development. In turn, digital operations include the practical implementation of digital solutions and technologies to ensure the automation of operational and business processes, which can be achieved by using various tools and platforms, including artificial intelligence, the Internet of Things, process robotization, etc. In addition, the digitalization of a company's activities contributes to solving such tasks as operational communication and feedback with customers and counterparties, effective advertising campaigns taking into account current market trends and consumer preferences, automation of internal business processes, optimization of the reporting process and interaction with state institutions. Another opportunity provided by digitalization is the creation of significantly more flexible