КРИТИЧЕСКИЙ АНАЛИЗ – ТРАНСФОРМАЦИЯ АНАЛИТИЧЕСКИХ ИССЛЕДОВАНИЙ В ЭКОНОМИКЕ (НА ПРИМЕРЕ ЦИФРОВОГО МАРКЕТИНГА)

With the increasing complexity and power of the socio-economic and political tasks of the "pandemic" state, analytical services of trade, energy, transport, construction and other spheres are intensively developing, as well as non-state analytics structures are involved (in business, communications, etc.). The paper offers an up-to-date analysis of the evolutionary capabilities of economic analytics, clarifying the essence of analytics, and the prospects for the evolution of the category. The modern methodological concept of critical analysis involves a set of measures to improve production efficiency, reduce the size of business risks, in this regard, the use of information technologies of business analytics is a transition to a new spiral of development of economic analytics, which is the basis for the development of Russian business and the economy. A systematic analysis of the possibilities of digital transformation of business analytics in marketing research, monitoring and auditing of marketing processes is carried out.