Data Analytics in Business Decision-Making: A Comprehensive Review of Current Practices, Challenges, and Future Directions

Abstract

Data analytics is transforming business decision-making by shifting organizations from intuition-based to evidence-based approaches, enhancing efficiency, and creating competitive advantages. While companies like Netflix and UPS showcase its potential, challenges such as data quality, infrastructure, and organizational resistance remain. The review highlights the importance of converting raw data into actionable insights and emphasizes the need for a mix of technology, expertise, and strong organizational processes. As AI and machine learning expand analytics capabilities and cloud platforms democratize access, ethical concerns around privacy and regulation grow. The future of data-driven decision-making will rely on addressing these challenges, integrating analytics into strategic decisions, and balancing innovation with responsible practices to achieve sustainable business success.