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Rubric: Economy

Methodological approaches to evaluating the effectiveness of digital marketing tools: models, methods
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Bibliographic description of the article for the citation:

. Methodological approaches to evaluating the effectiveness of digital marketing tools: models, methods//Science online: International Scientific e-zine - 2025. - №4. - https://nauka-online.com/en/publications/economy/2025/4/13-17/

Annotation: The article explores methodological approaches to evaluating the effectiveness of digital marketing tools. It analyzes existing evaluation models (including the adaptation of the Balanced Scorecard, conversion attribution models, etc.) and classifies the main methods for measuring digital marketing performance It is concluded that a comprehensive approach combining various models, methods, and metrics is necessary for a thorough measurement of the impact of digital marketing activities on business results. Future research prospects include the development of integrated evaluation systems using big data and artificial intelligence, as well as the adaptation of evaluation methodologies to new digital platforms and tools.

Keywords: digital marketing effectiveness evaluation KPI marketing metrics ROI маркетингова аналітика маркетингові метрики методи оцінювання оцінка ефективності цифровий маркетинг
Categories: Economy
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The role of executive leadership in transforming financial management practices
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Bibliographic description of the article for the citation:

. The role of executive leadership in transforming financial management practices//Science online: International Scientific e-zine - 2025. - №3. - https://nauka-online.com/en/publications/economy/2025/3/13-16/

Annotation: This article investigates the role of executive leadership in transforming financial management practices in global organizations, with a specific focus on the United States and Europe. Drawing on recent academic literature and authoritative consulting reports from the past five years, the study examines how top executives—particularly Chief Financial Officers—drive change through clear vision setting, strategic alignment, technology adoption, process reengineering, and talent development. The comparative analysis highlights common trends, such as a shift toward digital and data-driven financial functions, as well as regional differences in the urgency and methods of transformation. The findings indicate that effective executive leadership is pivotal for overcoming resistance to change, ensuring regulatory compliance, and fostering a culture of continuous improvement. These insights provide both theoretical contributions and practical recommendations for organizations aiming to modernize their financial management in today’s complex business environment.

Keywords: CFO Change Management digital transformation Executive Leadership Financial Management Transformation Global Practices Process Reengineering U.S. and Europe
Categories: Economy
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Application of demand forecasting models in inventory management
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Bibliographic description of the article for the citation:

. Application of demand forecasting models in inventory management//Science online: International Scientific e-zine - 2025. - №3. - https://nauka-online.com/en/publications/economy/2025/3/08-20/

Annotation: The study focuses on improving inventory management efficiency through accurate demand forecasting. It provides an overview of key statistical methods (ARIMA, exponential smoothing) and modern machine learning techniques (decision trees, neural networks), along with their hybrid versions. The impact of forecast accuracy on critical logistics aspects—inventory levels, safety stock, turnover rates, and shortage risks—is examined. Successful implementation practices in leading companies are analyzed, highlighting the economic benefits achieved. The author's contribution includes recommendations on selecting and adapting models to the specifics of logistics processes, as well as proposals for integrating demand forecasting with other elements of supply chain management.

Keywords: ARIMA demand forecasting forecast accuracy inventory management logistics machine learning neural networks supply chain
Categories: Economy
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Psychological and economic prerequisites for the formation of demand for tourism services
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Bibliographic description of the article for the citation:

. Psychological and economic prerequisites for the formation of demand for tourism services//Science online: International Scientific e-zine - 2025. - №3. - https://nauka-online.com/en/publications/economy/2025/3/02-36/

Annotation: This study explores the psychological and economic prerequisites for the formation of demand for tourism services, taking into account not only travelers' incomes but also stable personality traits, values, and motivations. The relevance of the topic is due to the fact that classical economic models, which rely solely on demographic and financial parameters, often prove insufficiently accurate in predicting actual consumer behavior in the tourism sector. The novelty of this work lies in the proposal of an expanded approach that integrates elements of behavioral economics and psychological variables into traditional models of tourism demand. The study describes various ways to account for personality factors, cognitive biases, and emotional engagement of tourists, as well as an analysis of existing research confirming the significance of these factors in route selection and expenditure distribution. Particular attention is given to comparing models that incorporate social preferences and motivational attitudes. The objective of this study is to demonstrate the advantages of a comprehensive approach that considers both economic and psychological determinants. The findings may be useful for tourism and marketing professionals in designing products and forecasting travelers' expenditure structures.

Keywords: behavioral economics bounded rationality economic modeling motivation personality traits psychological factors risk orientation tourism demand tourism expenditures value orientations
Categories: Economy
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