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Decoding Data: The Power and Potential of Business Analytics in the Digital Age


Carter Nathan*

Business analytics, the practice of collecting, processing, and analysing data to inform decision-making, has undergone a remarkable evolution over the decades. From its early roots in data warehousing and business intelligence, it has evolved into a sophisticated field powered by artificial intelligence and machine learning. This article explores the evolution, components, benefits, and challenges of business analytics. It delves into its pivotal role in modern decision-making across various industries, discussing real-world applications and the ethical considerations that must be addressed. The case study of Netflix illustrates the transformative power of analytics, and the article concludes by emphasizing the need for responsible data-driven decision-making as business analytics continues to shape the future of business.

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