THE ROLE OF DATA ANALYTICS IN MAKING MANAGEMENT DECISIONS BY THE LOGISTICS INTERMEDIARIES

Data analytics plays a crucial role in increasing the effectiveness of management decisions by the logistics of intermediaries. The aim of the article is to identify the extent to which the quality of data analytics affects the effectiveness of decision-making in the logistics intermediaries, in particular, the speed of delivery of the studied companies.The study employed regression and correlation analysis to identify key influencing factors in terms of data analytics on the effectiveness of management decisions of the logistics intermediaries. The significance of investment in the qualification of analysts (with a coefficient of -1.6754), analytical tools (with a coefficient of -1.2575), and integration of analytics in decision-making processes (with a coefficient of -3.2511) directly affect the reduction of delivery time.It is emphasized that each analytical project contributes to the reduction of delivery time by 0.48 hours. Correlation analysis confirmed the relationship between the efficiency of logistics and the level of qualification of analysts (-0.283617), investment in analytical tools (-0.257322), the number of analytical projects (-0.343792), the level of integration of analytics (-0.712058). The strongest correlation was observed for the integration of analytics in management decision-making.It is recommended to focus on the development of analytical competencies, increase of investment in tools, intensification of projects, and integration of analytics in strategic management. Further research is planned on the use of artificial intelligence to optimize management decisions in logistics as part of ensuring the company’s sustainable development.