DATA VISUALISATION IN THE DIGITAL ECONOMY: ITS ROLE IN STRATEGIC BUSINESS MANAGEMENT

Abstract

The article is devoted to researching the role of data visualisation in strategic planning and enterprise management in the digital economy. Visualisation is considered a key component of modern analytical infrastructure, ensuring transparency of management processes, facilitating rapid decision-making and the formation of a unified information  environment within an organisation. It is argued that visual means of presenting information are becoming a full-fledged analytical tool capable of influencing the strategic flexibility of an enterprise. Approaches to the implementation of data visualisation systems within the framework of digital business transformation are systematised. The main stages of this process are highlighted: initialisation, assessment of analytical maturity, development of technical specifications, selection of tools, staff training and configuration of feedback mechanisms. The need to integrate technological solutions with the development of an analytical culture that encompasses behavioural models focused on the continuous use of data in the management process is emphasised. Examples of industry implementation of visualisation tools are summarised, particularly in the banking sector, logistics, energy, telecommunications and retail. The cases presented demonstrate the wide range of possibilities of such tools for monitoring, forecasting, optimising business processes and improving the quality of management decisions. It is concluded that the effective use of data visualisation contributes to the growth of enterprises' adaptability to the challenges of the digital economy, provides a deeper understanding of market processes, and creates the conditions for strengthening competitiveness. The materials of the article can be used in strategic management practice, as well as in the development of digital business development strategies.