UTILIZING RESEARCH METHODS IN MODERN FINANCIAL MANAGEMENT AND MARKETING WITHIN THE DIGITAL ECONOMY

Abstract

In the period from 2016 to 2024, the digital economy of Uzbekistan demonstrated rapid growth, increasing its share in gross domestic product (GDP) from 2% to 17%. This growth is driven by the country’s active digital transformation, including widespread adoption of financial technologies (fintech), increased digital marketing penetration, and increased government spending on digital infrastructure and e-governance. As part of the study, an econometric time series analysis was conducted, which revealed an almost perfect correlation between the level of implementation of fintech solutions, the development of digital markets and government digital investments. The results of the least squares regression analysis (OLS) with a coefficient of determination R2 = 0.998 confirm the high significance and explanatory power of the selected factors in the development of the digital economy. The findings indicate that the use of modern econometric and analytical methods significantly improves the accuracy of forecasting financial risks, the effectiveness of marketing investments (ROI), as well as the effectiveness of government economic policy. The recommendations include the introduction of econometric models enhanced by artificial intelligence for small and medium-sized businesses (SMEs), as well as the creation of real-time analytical dashboards. These tools will contribute to inclusive economic growth, the development of innovation and the achievement of the UN Sustainable Development Goal No. 9 (industry, innovation and infrastructure).