THE INFLUENCE OF DESCRIPTIVE ANALYTICS ON BUSINESS PERFORMANCE
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Abstract: THE INFLUENCE OF DESCRIPTIVE ANALYTICS ON BUSINESS PERFORMANCE
This study investigates the influence of descriptive analytics on enhancing overall business performance and operational efficiency. The objectives include examining how descriptive analytics techniques, such as data aggregation, summarization, and performance metrics tracking, contribute to improving decision-making and resource allocation within organizations. A survey research design is adopted to collect quantitative data from 200 participants using the Taro Yamane formula to ensure a representative sample from diverse industries. The case study focuses on a financial services firm in Abuja, Nigeria, known for its effective use of descriptive analytics to drive strategic initiatives. The reliability coefficient score, measured through reliability analysis, is 0.90, indicating strong internal consistency of the research instrument. Findings suggest that descriptive analytics significantly enhance business performance by providing actionable insights into operational processes, customer behaviors, and market trends. The study recommends that organizations invest in robust analytics platforms, prioritize data quality and governance, and empower decision-makers with timely and relevant analytics reports to optimize performance and sustain competitive advantage in evolving business environments.
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