ANALYSİS, EVALUATİON, AND FORECASTİNG OF A COMPANY'S FİNANCİAL POSİTİON İN THE DİGİTAL ECONOMY

The rapid expansion of the digital economy has significantly transformed financial management and analytical processes within enterprises. Digitalization enhances the collection, processing, and analysis of financial data, enabling real-time monitoring of financial flows, more accurate risk assessment, and timely strategic decisionmaking. The integration of artificial intelligence, big data, automated reporting systems, and cloud-based technologies provides a more objective and efficient evaluation of key financial indicators, including liquidity, profitability, capital structure, and risk resilience. Empirical evidence suggests that digital tools improve forecasting accuracy by identifying complex relationships among economic variables, thereby strengthening strategic planning and investment decisions. At the same time, digitalization introduces new challenges, such as cyber-security risks, data integrity concerns, technological dependency, and shortages of digital competencies. Consequently, effective analysis and forecasting of an enterprise’s financial position require a balanced integration of technological capabilities and institutional frameworks.