TECHNOECONOMICS

This article discusses the relevance of mapping as a lean technology employed in the higher education institution in the conditions of digital transformation. The authors emphasize that modern challenges require optimization of business processes, which can be achieved by using lean production methods. In the course of the research a mapping tool was used to analyze and optimize the tracking of student attendance in the structural divisions of the university. This work aims to improve control over student attendance, including several major tasks: assessment of existing lean production tools, application of mapping in attendance tracking, optimization of the current control measures, and development of recommendations for further improvement based on the PDCA cycle. According to the results, mapping and the PDCA cycle proved their efficiency in terms of improving the quality of education in the digital environment.

In recent years artificial intelligence (AI) has become an indispensable tool in digital marketing that is able to simplify human performance and expand business opportunities. This research considers the current AI (artificial intelligence) architectures in digital marketing, reflects on their impact on the activities of companies, and develops a range of optimization recommendations. The authors identify the most important tasks in evaluating existing solutions and their efficiency, as well as assess the possibilities of switching to AI technologies in business. Specific attention is also devoted to the examples of the neural networks implementation in marketing. As a result, the main components of the AI support architecture are identified, together with the further development prospects, with due consideration of current trends and ethical aspects. This research employs the practical achievements of marketing specialists and suggests a range of step-by-step strategies to optimize the business processes.