ROLE OF DATA ANALYTICS IN FLUID BUSINESS

The paradigm shift in technology due to dynamism in the role of data analytics has emerged unanticipated viability in market conditions. Consistent up-gradation in the usage of data provides leverage to the firms to develop insight from the current product or services. Several studies in the past have inferred that business analytics has a vital role in a firm's success and develop a roadmap for success. This research paper tries to identify and fill the gap through the research model designed and empirically validated with data collected from the respondents. The results collected through samples from respondents work in favor of the model and furnishes a validated overview of business analytics in contributing to the success of an organization. The results of the study state that business analytics helps in conducting environment scanning which increases the company's innovation by way of new product development and encourages a competitive edge. It also shows that innovation is key to success for any organization and should be envisaged along with business analytics.