The Application of Data Analytics in the Current Era and Its Impact on Optimizing Business Effectively

Abstract

In an increasingly competitive digital era, data has become a strategic asset for companies in making smarter and more timely decisions. This study aims to systematically examine the application of data analytics in the context of modern business and its impact on operational effectiveness as well as strategic decision-making. The method used is a literature study by reviewing various scientific articles, industry reports, and relevant publications over the past two decades. The analysis results indicate that the application of data analytics, ranging from descriptive analytics to predictive and prescriptive analytics, significantly contributes to optimizing the supply chain, enhancing customer experience, identifying market opportunities, and reducing business risks. In addition, the adoption of technologies such as big data, artificial intelligence (AI), and machine learning strengthens companies' capabilities to process data on a large scale in real time. This study emphasizes the importance of data literacy, adequate digital infrastructure, and a data-driven culture as the main foundation for the effective and sustainable implementation of data analytics. These findings are expected to serve as a reference for business practitioners and researchers in developing digital strategies that are responsive to current market challenges and dynamics.