Leveraging Analytics for Smart Decision Making: A Sustainable Business Approach

Digitization, is driving down costs and causing commoditization. Intangibles enable a business to differentiate from its competitors. They are already the main drivers of the value that a business can create. The quality of the decision making enables a business to adapt more swiftly than its competitors to the opportunities and threats presented by the digital age and the developments in the markets. It is also the key intangible that unlocks the potential to develop other intangibles within the business, such as its competitive position, it's brand's reputation, the quality of its people, its intellectual capital and how well it implements its decisions. Business must, therefore, focus on measured and rational decision making. There should also be accountability and transparency in decision making to encourage a culture of mutual trust and shared objectives. This paper focuses on how Business Analytics can be leveraged to enhance measure and rational decisions. The paper also discusses the benefits and challenges associated with big data. The outcome of the paper will be helpful to all the practitioners who play the role of key decision-makers in their company.