The main ways of using information technologies as a tool of personnel consulting have been considered. The importance of building business processes in order to improve the efficiency of personnel management has been emphasized. The main task of information systems in the field of consulting has been formulated. The main elements of creating a complex business model have been defined. A comparative analysis of current modeling environments has been carried out, the advantages and opportunities of the Business Studio information system for use in the field of personnel consulting have been demonstrated.

An example of modeling the real organizational structure in the Business Studio environment has been given, the process of forming a strategic map of the company’s goals has been presented, business processes and indicators of achieving goals have been determined. It allows you to assign staff responsible for achieving goals and calculate on this basis the KPI of employees at all levels of the hierarchy. At the stage of formation of the strategic map of the company’s objectives modeling Business Studio helps the company’s management not only a structured way to understand and articulate the company’s goals, but also to convey them to other employees.

It has been noted, that in Business Studio, you can quickly create dozens of graphical organizational charts of varying degrees of detail and, subsequently, quickly edit them when information about changes is received. Also in the business Studio modeling environment, you can additionally display information about the state of affairs in the company: the actual and target values of indicators, as well as information about the current situation to achieve the goals.

The conclusion has been made about the possibility of the most rapid improvement of the personnel management system and on this basis to increase the efficiency of the use of human resources through the introduction of Information technologies in the field of personnel consulting.

The article has been devoted to theoretical issues of the digital advertising sphere, its tasks and features. The online advertising market development level has been estimated, based on analytical data. Digital advertising is a complex of analytical, technological and supporting tools, which are interconnected directly. It includes a system of methods and tools, which use digital channels to promote a product or brand, attract and retain customers. The main areas of digital advertising are display advertising, banner advertising, video advertising and contextual advertising. Digital advertising is not limited by the Internet, but it uses other communication resources such as television, radio, telephone, direct sales and direct contact. A key feature of digital advertising is its interactivity and formed on its basis analytical resources (consumers, their preferences, products, channels, etc.), that provide personalization. At its core, personalization is the process of understanding the true intentions, desires and needs of a person, as well as the transfer of relevant, targeted and significant experience for that person. In practical terms, this means building and using a customer model and managing customer experience. The article examines the properties of digital advertising and its implementation as a project. The interdisciplinary properties of digital advertising predetermine the cross-subject nature of the training of specialists in digital advertising: marketing and information technology specialists. To illustrate the given theoretical material a real project of digital advertising company for popular among young people food product has been presented. The project goals and concept, its plan and organization of execution, the tools of digital advertising used have been considered: chat bots, mobile version of the site, landing page, gamification, promo codes, CRM system, bloggers, SMM. It has been shown, how the assessment of digital advertising impact activities of the company and the costs of the project were carried out.

Systematically carried out over the past forty years economic reforms have given impetus to the development of the financial industry in China. Any changes suggest new approaches in the management system. Despite the results obtained there are some problems in the financial industry of China. In modern China there is a synthesis of Western and Eastern management theories, but it is necessary to pay tribute to traditional values, that influence on the thinking of leaders. The problems of human resource management in China in the financial industry have been considered in the article. The areas, where the most revolutionary changes are currently taking place, such as cross-border e-commerce, also have been indicated. In China, the proliferation of the Internet finance industry has been made possible by the surge in e-commerce. The fundamental factor in the psychology of the Chinese is Confucianism, on which they rely in all spheres of life. Despite the fact that in modern China there is a synthesis of the Western and Eastern theories of governance, it is necessary to pay tribute to the traditional values, which influence the thinking of the leaders of Chinese organizations. But new areas of activity require other, more advanced approaches to personnel training. The advantages and disadvantages of human resources management in the banking sector of China have been considered in the article. As a result of the analysis of indicators and problems of personnel management in the financial sphere, the main conclusions and recommendations on the structure of human resource management at this stage of improving society in China have been presented.

The concept of “Big data” as a way of processing huge amounts of data has been considered, the principles of working with big data have been formulated, the techniques of electronic marketing have been reviewed. The definition of targeting has been given, its possibilities have been described. The sources of information for the General targeting field have been presented. The concept of hyperlocal targeting has been interpreted. The specificity of the use of e-marketing technologies depending on the goals of promotion and the ways of creating individual sales tunnels, the so-called “narrow entry” technique, have been investigated. The content essence and possibilities of using the technology of detailed marketing have been revealed. On the example of using the technology of detailed targeting by means of automatic redirection of users from one URL to another (redirect) and on the basis of the obtained data the formation of a portrait of a potential client and segmentation of target audiences an algorithm for the use of detailed targeting technology has been developed. The process of segmentation and creation of a typical portrait of a representative of the target audience has been shown. On the basis of the developed portraits of representatives of the target audience, the client’s path design was created. Herewith, the standard logical chains of customer involvement in the process of making a purchase, namely, attracting a potential buyer, increasing his level of interest in the product and the final sale, have been described. The most significant technological difficulties have been studied, consisting primarily in the simultaneous connection of a variety of platforms and modules necessary for the automation of processes and the collection of statistics for analytical work. The list of tools used in the implementation of detailed targeting technology has been presented: LeeLoo.ai, AmoCRM, LPGenerator, Yandex.Metrics.The logic of expansion of the applied tools of electronic marketing for different target audiences for the purpose of increase of conversion and, accordingly, economy of the advertizing budget has been described.

The issues of creation of a digital twin of the enterprise for the purposes of optimisation and automation of management have been considered. It has been shown, that the existing variants of digital twins, modeling, or physical objects used in the activity, or individual, as a rule, technological processes are not in the full sense of the digital twin of the enterprise, which can be used to automate management activities and enterprise management. Such digital twins can be used to automate individual operations and processes, but not the enterprise as a whole. At the same time, it has been noted, that there are solutions to simulate the activities of people, processes taking place in the company, accurately record any phenomena and events, using a certain set of phase variables (system parameters). This сircumstance allows us to come close to solving the problem of forming a full-fledged simulation model of the enterprise, simulating the behavior of the company in the market environment, including the occurrence of an incoming resource flow, crisis situations, etc. – a digital twin. As one of the essential aspects of enterprise activity modeling, individual participants of corporate relations, the fixation of resource transformations occurring in the process of activity in the social system – the socalled resource footprint of activity is considered. Any activity, if viewed from a resource perspective, goes through a certain cycle of resource transformations. Moreover, this is manifested at any scale of activity – due to the fractal properties of the activity.

Thus, using the developed methods, it is possible to fix resource footprint of activity and thereby definitely to fix the state change of the social system, that allows us to estimate its functional stability, to calculate the consequences of the implementation of management actions before performing them, that is, to calculate the action for control.

Countries, industries and business leaders face an increasingly complex world characterized by the proliferation of new digital technologies, affecting productivity and causing organizational disruptions.Today the reward for success and the penalty for failure have become even greater than some time ago. Most digital strategies do not reflect how the digital environment is changing the fundamentals of the economy, the dynamics of industries, and the meaning of competition. Digital strategy must be seriously different from what we usually see now – otherwise failure is inevitable. Why is this possible at a time when almost every company in the world is thinking about its digital future? Why are so many digital strategies unsuccessful? The answer should be related to how much large and influential economic force the digital environment has become, and how it is becoming incompatible with traditional economic, strategic and operational models. The problems, especially standing out from their General number have been revealed in the article, recommendations to the heads of large organizations on the implementation of corporate digital strategies have been given. The ideas in this work are based on research, that has considered the importance of a more inclusive infrastructure to expand access to digital technologies and the emergence of new families of technologies in this scientific field. These ideas have been illustrated with evidence from the recent annual series of global market studies, which examine corporate practices in the light of digitalization.

The limits of misunderstanding associated with the implementation of the radical transhumanist project of transforming human nature into a posthuman being through the development and implementation of biotechnology have been presented briefly. Human intelligence has prejudices and assertions, that are physical, but these obstacles must be considered in the context of history and culture, which in turn are independent of physical limitations. The issues, related to the digital transformation of society, through the introduction of new technologies, as the implementation stage of the concept of transhumanism, also have been considered in the article. The problems of the moral dimension of human activity, related to the intervention of the digitalization process in it, have been considered. Prudential reflection, precaution, respect for the integrity and lives of people, their dignity and freedom, justice and the common welfare should form the responsibility to future generations for all kinds of technological interventions. The authors have proposed a conception, based on an interdisciplinary approach, which allows us to interconnect different areas of knowledge in the field of bioethics, economics, philosophy, etc. in order to identify and assess the risks behind the use of technological innovations (digital transformation), in the implementation of the philosophy of transhumanism. The use of ethical postulates will create a structure in which management decisions envisage technological innovations based on their utility for benefits on the one hand and the well-being of people on the other hand.

Currently, there is a tendency of rapid development of information and communication technologies and their implementation into the сountry`s economy and life of the society. The purpose of this article was to study the digital competencies of students at different levels of education, as well as their comparison with digital competencies of employed in the economy. The article considers the projects and strategies developed and implemented by the European Union and the Russian Federation in order to reform the educational environment and scale up the implementation of digital technologies. The objectives of the information society development Strategy in the Russian Federation for 2017-2030 and the Federal project “Digital educational environment” have been characterized. The advantages of education with the use of digital technologies over classical education have been adduced. The analysis of the results of a sample survey of the population on the use of information technologies and information and communication networks, as well as a sample survey of the labor force has been made. Special attention has been paid to the study of students ‘ skills in working with applied software, which allowed us to identify the most and least popular programs. The ability of students to work with digital equipment has been analyzed. The communication skills of students in the digital environment have been analyzed in detail. All digital competencies have been considered among students of both higher and secondary vocational education. This circumstance have allowed us to reveal the differences between these categories in the context of their participation in the digital economy. A comparative analysis of digital competencies of students of secondary vocational and higher education programs and employed in the economy of the Russian Federation, as well as a comparative analysis of digital competencies of students of our country and the European Union has been made.