INTEGRATION OF DATA ANALYTICS AND EMPATHETIC APPROACH IN MODERN MANAGEMENT

Abstract

The development of Big Data analysis technologies, artificial intelligence and predictive analytics necessitates the widespread use of objective data in the process of making managerial decisions. The results of international studies indicate a growing deficit of empathy in the organizational environment, which negatively affects staff retention, engagement levels and overall performance. The article explores the possibilities and conditions for the effective integration of data analytics and an empathetic approach in human resource management systems in the context of digital transformation in organizations. The aim of the study is to substantiate the theoretical foundations and develop practical mechanisms for integrating data analytics and an empathetic approach to improve the effectiveness of management decisions in the context of digital transformation. The scientific novelty of the work lies in the development of a conceptual integrated model of personnel management that combines the capabilities of modern analytical tools with the practices of emotionally intelligent leadership. The study shows that analytical and empathetic approaches are not alternative, but complement each other, creating new opportunities for improving management efficiency. The article summarizes the strengths and weaknesses of data analytics and the empathetic approach, and outlines the organizational effects that are possible when they are used in combination. Based on an analysis of current research, the importance of combining objective data with an understanding of the emotional state and individual needs of employees to ensure their engagement and productivity has been confirmed. The main competencies of managers necessary for the successful integration of both approaches have been systematized. A conceptual model of integration has been proposed, which defines the sequence of stages from data collection to the formation of coordinated managerial decisions and the achievement of organizational results. The model ensures parallel analytical processing and empathetic interpretation, their mutual complementarity and the iterative nature of the management process. The practical significance of the study lies in the formulation of recommendations for the development of managers' competencies and the creation of an organizational culture that supports a balance between technology and human-centricity in human resource management.