Comparative Analysis of Data Analytics Approaches in the Context of Business Digital Transformation

The article is dedicated to exploring data analytics approaches within the context of business digital transformation. The role of data in enhancing the efficiency of enterprises is highlighted, as data facilitates informed managerial decision–making and strengthens competitive advantages. It is emphasized that the effective use of data requires not only advanced infrastructure and personnel competencies but also a systematic approach that integrates various methods of data analysis and justifies the transition to specific business analytics strategies. A comparative analysis of three primary data analytics approaches – analog, digital, and big data – is conducted. A data analytics model is presented, reflecting the evolution and synergetic integration of these approaches. The study identifies a unified orientation in data analytics, aimed at improving business efficiency through the application and value of business analytics. The distinct characteristics of the transition from analog to digital approaches and from digital to big data analytics are determined, with a focus on changes in infrastructure, personnel competency requirements, and the applicability of data analysis methods. The study concludes with the recognition of the necessity of applying synergetic and systematic approaches to data analytics in the context of digital transformation, which contributes to maximizing the effectiveness of business analytics.