THE ROLE OF DATA ANALYTICS IN DIGITAL TRANSFORMATION
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THE ROLE OF DATA ANALYTICS IN DIGITAL TRANSFORMATION
This study aims to: (1) investigate the role of data analytics in driving digital transformation, (2) identify key data analytics tools that enhance decision-making, and (3) evaluate the impact of data-driven strategies on business performance. A survey design was employed to gather data from data analytics professionals and business leaders. Using Taro Yamane's formula, a sample size of 381 participants from technology firms in Abuja was determined, ensuring comprehensive insights. The technology sector was chosen for its extensive use of data analytics. The reliability coefficient score of the survey was 0.88. Findings indicate that data analytics significantly enhances decision-making, operational efficiency, and customer insights, driving successful digital transformation. Recommendations include investing in advanced analytics tools, fostering a data-driven culture, and continuously training employees in data literacy to maximize the benefits of data analytics.
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