BUSINESS ANALYTICS AS A TOOL FOR MANAGERIAL DECISION-MAKING IN THE CONTEXT OF DIGITAL ECONOMY TRANSFORMATION

Abstract

The purpose of this study is to examine the role of business analytics in managerial decision-making under the conditions of digital transformation of the economy. The methodological basis of the research includes a systematic approach, comparative and logical analysis methods, as well as the study of modern scientific publications on digital transformation, big data, and business analytics. The originality of the study lies in the comprehensive consideration of business analytics as a tool for improving organizational management efficiency in the context of digitalization of business processes. The research identifies the main directions of using analytical tools in management activities, determines the advantages of implementing business analytics, and substantiates the prospects for its development in modern organizations. The results show that the use of data analytics technologies contributes to improving the quality of managerial decisions, reducing uncertainty, and strengthening the competitive advantages of enterprises in the digital economy.