Downloads: 0
Research Paper | Information Technology | Volume 15 Issue 6, June 2026 | Pages: 1682 - 1689 | India
The Role of Data Analytics in Improving Business Performance
Abstract: Data analytics has shifted from a specialised technical activity to a central driver of competitive advantage. This paper examines how modern organisations convert large volumes of operational, customer and market data into decisions that raise profitability and improve operational efficiency. It reviews the limitations of traditional, intuition-led decision-making and proposes a structured data-driven framework built on four analytical maturity levels: descriptive, diagnostic, predictive and prescriptive analytics. Drawing on a review of established literature, a detailed account of the data-to-decision process, illustrative figures, cross-sector examples and four real-world case studies from retail, streaming, supply chain and finance, the study shows how analytics reduces cost, optimises pricing and inventory, personalises customer engagement and anticipates risk. The paper sets out the key performance indicators by which analytics value is measured, presents a five-phase implementation roadmap and a set of best practices, and analyses the rapid growth of the global analytics market. It weighs the principal advantages against challenges such as data quality, privacy and the skills gap, and outlines future directions including augmented analytics, real-time edge analytics and responsible artificial-intelligence governance. The central finding is that competitive performance increasingly depends not on the quantity of data a firm holds, but on the speed and discipline with which it turns that data into action.
Keywords: data analytics, business intelligence, predictive analytics, data-driven decision-making, operational efficiency, profitability, big data
How to Cite?: Saksham Chawla, Raghu Raja Mehra, "The Role of Data Analytics in Improving Business Performance", Volume 15 Issue 6, June 2026, International Journal of Science and Research (IJSR), Pages: 1682-1689, https://www.ijsr.net/getabstract.php?paperid=SR26628082704, DOI: https://dx.doi.org/10.21275/SR26628082704