CONVERGENCE OF DIGITALIZATION AND DATA ANALYTICS AS A FACTOR OF MANAGEMENT PARADIGM TRANSFORMATION IN THE MODERN DIGITAL ECONOMY

The article explores the convergence of digitalization and data analytics, which determines the formation of a new management paradigm within the digital economy. The study examines the evolution from linear functional interconnections to the creation of closed-loop intelligent management circuits. The authors analyze the technological and institutional drivers of this transformation: embedded analytics, platform ecosystems, machine learning methodologies, and the digital twin concept. It is demonstrated that the result of this process is the emergence of a fundamentally new type of organization – data-driven enterprises, where digital assets and analytical models form a unified self-regulating system. The paper proposes a multi-level convergence model and articulates emerging challenges in strategic management, ethics, and cybersecurity.