The Impact of Big Data Analytics on Decision-Making Processes: A Study of Telecom Firms in Plateau State
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Background of the Study
Big data analytics involves the use of advanced techniques and tools to analyze large volumes of data to uncover patterns, trends, and insights that can inform strategic decisions. Telecom firms, which generate vast amounts of data daily, can benefit significantly from big data analytics in decision-making processes, including customer segmentation, service personalization, and network optimization (Garba & Lawal, 2023). However, despite the growing adoption of big data analytics in the telecom sector, there is limited research on how it impacts decision-making in telecom firms in Plateau State.
This study will investigate how big data analytics influences the decision-making processes in telecom firms, focusing on operational, financial, and marketing decisions (Sule & Akinwale, 2024).
Statement of the Problem
Telecom firms in Plateau State have access to large datasets but may not be utilizing big data analytics effectively to inform their decision-making. As a result, firms may miss out on opportunities for improving customer experience, optimizing operations, and enhancing profitability (Yusuf & Bello, 2023).
Objectives of the Study
- To assess the impact of big data analytics on the decision-making processes in telecom firms in Plateau State.
- To examine how big data analytics helps in customer segmentation and service personalization.
- To explore the role of big data in optimizing operational and financial decisions within telecom firms.
Research Questions
- How does big data analytics influence decision-making in telecom firms in Plateau State?
- What role does big data play in improving customer segmentation and service personalization?
- How do telecom firms use big data analytics to optimize their operations and financial performance?
Research Hypotheses
- Telecom firms in Plateau State that adopt big data analytics experience improved decision-making processes.
- Big data analytics enhances customer segmentation and service personalization in telecom firms.
- Telecom firms that utilize big data analytics optimize their operational efficiency and financial performance.
Scope and Limitations of the Study
This study will focus on telecom firms operating in Plateau State that have adopted big data analytics. Limitations include potential challenges in accessing internal decision-making data and the subjective nature of analytics use.
Definitions of Terms
- Big Data Analytics: The process of examining large and complex data sets to uncover hidden patterns, correlations, and insights.
- Decision-Making Processes: The steps and strategies involved in choosing the best course of action based on available data and analysis.
- Telecom Firms: Companies that provide telecommunications services, including mobile, internet, and broadband services.
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