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The purpose of the study is to identify and determine the directions and accounting factors included in the algorithm for assessing the digital maturity index of Russian regions to improve this methodology, taking into account aspects of the second and third stages of digital transformation of public and municipal administration (PMA). In the course of the work, methods of analysis, generalization and systematization were applied. The authors noted the problem of inconsistency of the target directions of the PMA digital transformation with the actual activities, indicated the expediency of taking into account the indicators in the proposed directions when assessing the digital maturity index in the regions of Russia. The paper defines digital ecosystems, reflects the relationship between their features and the methodology for assessing the digital transformation of public and municipal administration, the stages of which are characterized and specified by the example of foreign experience. The relevance of the research lies in the strategic need to find growth points to increase the efficiency and effectiveness of PMA in the context of digital realities.The practical significance of the results lies in the possibility of using the proposed directions and accounting factors in the methodology for assessing digital maturity in the constituent entities of the Russian Federation by public authorities while they are being modernized.

Aim. The presented study aims to develop an optimal model of a software module for generating personalized offers.Tasks. The authors investigate the functional requirements of a module for dynamic generation of personalized offers; analyze the necessary integrations (inputs and  outputs);  choose  the optimal architecture for the module based on the tasks assigned to  it  and  best  practices;  develop a model of a module for the specified types of generated offers.Methods. This study uses general scientific methods (analysis, synthesis, monographic method, grouping). Best practices of building recommendation systems designed to work with big data are investigated, and the most promising approaches in terms of further development and potential for integration are highlighted.Results. The functional requirements of a module for dynamic generation of personalized offers and the tasks performed by it are formulated. Best practices of building recommendation systems designed to work with big data are analyzed. The most promising technological configuration of a module for dynamic generation of personalized offers is determined. A model of a module for generating personal offers is developed.Conclusions. The capabilities of processing large amounts of data make it possible to  significantly increase the effectiveness of marketing tools, particularly by training software to automatically generate advertising offers of additional  services,  choosing  the  optimal  delivery channel, type, class of service, and stage of the customer lifecycle. A module for generating personalized offers can work only as part of software that performs several advanced functions (such as collecting, storing and processing customer data, clustering  customers,  collecting feedback on  customer  actions,  training  based  on  user  actions,  and  many  others).  Therefore, the architecture of a dynamic offer generation module should be designed for effective integration with software and work with large amounts of data generated by  the  airline.  During  the study, a model of a module for generating personalized offers satisfying the requirements described above is developed.

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Introduction: overcoming the problem issues in digital transformation of the state and municipal governance may lead to an increase in reproduction of social and economic benefits by optimization of budgetary funds. Objectives: to identify the current problem issues and long-term prospects for digital transformation of state and municipal governance in the Russian regions through the case of the Kemerovo Region – Kuzbass. Methods: analysis of documents, calculation of indices. Results: the comprehensive analysis of the Kemerovo Region – Kuzbass state program “Information Society of Kuzbass” for 2014–2024 and the Strategy for the digital transformation of the sectors of the economy, social sphere and state governance of the Kemerovo Region – Kuzbass has been used to outline the lack of consistency in the interaction between the state, business and society, as well as in the mechanism of functioning of the state authorities and municipal governments in the digital environment. The study substantiates the expediency of resolving the problem by creating a digital ecosystem with a mechanism for collecting and converting data. The digital maturity index of the region was calculated. Conclusions: the strategic documents of the Kemerovo Region – Kuzbass imply the construction of an e-government architecture, which corresponds to the first stage of the digital transformation of state and municipal governance. The sectors of education, urban economy and health care have insufficient digital maturity, which must be taken into account when creating a digital ecosystem and implementing the second stage of digital transformation. The latter is a critical process that will help address current digital transformation challenges.