BIG DATA ANALYTICS AND ITS INFLUENCE ON MANAGEMENT ACCOUNTING: EVIDENCE FROM SOUTHERN AFRICA

Article History: Received: 8 October 2024; Reviewed: 30 January 2025; Accepted: 28 February 2025; Available online: 26 March 2025. This paper explores the influence of big data and big data analytics on management accounting practices and decision making in southern Africa. We collected qualitative data from 24 management accountants in three countries using an online questionnaire with open-ended questions. The results indicate that big data analytics have changed management accounting practices, leading to better decision making. There has been a shift away from manual processing of information to automation, ensuring heightened accuracy and timely decision making. It was found that big data supported organisational strategy through improved customer service, targeted marketing and cost management. The need for management accountants to gain expertise in data analytics was identified. The results offer unique insight from a southern African perspective of the change in management accounting practices and how big data influences decision making. The findings contribute by reporting how big data can impact corporate strategy and its use in decision making. JEL classification: M15, M41