THE ROLE OF BUSINESS ANALYTICS IN PERFORMANCE MEASUREMENT
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Abstract: THE ROLE OF BUSINESS ANALYTICS IN PERFORMANCE MEASUREMENT
This study investigates the role of business analytics in improving performance measurement practices and achieving organizational goals within diverse business environments. The objectives include assessing how analytics tools and techniques facilitate KPI tracking, benchmarking, and performance evaluation across functional areas. A survey research design is adopted to collect quantitative data from 250 participants using the Taro Yamane formula to ensure a representative sample. The case study focuses on a manufacturing company in Kaduna, Nigeria, known for its performance-driven culture supported by analytics-driven insights. The reliability coefficient score, assessed through internal consistency measures, is 0.89, indicating strong reliability of the research findings. Findings suggest that business analytics enable organizations to monitor performance metrics in real time, identify areas for improvement, and align strategic initiatives with business objectives effectively. The study recommends that organizations implement integrated analytics dashboards, establish clear performance targets, and empower stakeholders with actionable insights to drive continuous improvement and achieve sustainable growth in competitive markets.
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