COMBINED APPROACH TO OPTIMIZING BUSINESS PROCESS MANAGEMENT BASED ON «HIPPO» AND «DATA-DRIVEN» MODELS IN THE CONTEXT OF DIGITAL TRANSFORMATION

UDC 658
DOI: 10.36871/ek.up.p.r.2025.05.10.015

Authors

Alexander A. Kurochkin,
Southern Federal University, Rostov-on-Don, Russia

Abstract

The article focuses on developing a combined approach to business process management in the context of digital transformation, integrating the «HiPPO» (Highest Paid Person’s Opinion) and «Data- Driven» models. The advantages and limitations of each model are examined, along with their potential to complement each other to enhance process efficiency. The author proposes a conceptual model comprising analytical, expert, integrative, and managerial subsystems, which balances intuitive and data-driven decision- making. Special attention is given to the practical implementation of the model. The study highlights the importance of adapting technologies and organizational culture for successful digitalization.

Keywords

digital transformation, business process management, «HiPPO» model, «Data-Driven» model, combined approach