Financial analytics as a tool for managing the effectiveness of business models of an enterprise in the digital economy

The article discusses approaches to financial analytics as a tool for managing the effectiveness of business models of an enterprise in the digital economy. It is established that the financial analytics industry is at the stage of formation and is significantly inferior to Western countries. All this is explained by the unstable economic situation, the volatility of the national currency, the imperfection of state regulation, the unfavorable investment climate in the country, the insufficiency and uneven development of the necessary infrastructure, the low level of patent activity, and the almost complete absence of breakthrough digital technologies. It is determined that for the effective and safe functioning of the financial analytics system, it is necessary to observe a competent and systematic approach on the part of the state regarding the legal regulation of the sphere of financial technologies, the introduction of open banking through the approval of the norms of the European directive, facilitating the process of cooperation between banks and financial companies by outsourcing financial companies. It is proved that financial analytics opens up huge opportunities for all subjects of the financial sphere. It provides customers with reduced costs, real-time payments, a wider range of services and greater convenience. It can help to expand access to finance for individuals, small and medium-sized enterprises.