THE ROLE OF DATA ANALYTICS IN IMPROVING BUSINESS PERFORMANCE
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- NGN 3000
This study investigates the role of data analytics in improving business performance. Objectives include: (1) evaluating the impact of data analytics on decision-making, (2) analyzing the relationship between data-driven insights and business efficiency, and (3) assessing the long-term effects of data analytics on performance. A survey design is employed to gather data from a wide range of respondents. Using Taro Yamane's formula, a sample size of 340 is derived, ensuring reliability and validity. The case study focuses on the retail sector in Lagos, Nigeria, where data analytics is increasingly important. The reliability coefficient score is 0.87, indicating high reliability. Findings reveal that effective use of data analytics significantly enhances business performance by providing actionable insights, improving decision-making, and increasing operational efficiency. Recommendations include investing in data analytics tools and training employees to leverage data-driven insights for continuous performance improvement.
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