BUSINESS ANALYTICS IMPLEMENTATION: A SYSTEMATIC LITERATURE REVIEW

Business analytics (BA) has emerged as a pivotal tool for enhancing decision-making and business performance through data-driven insights. However, its implementation remains a significant challenge. This study employed a systematic literature review methodology and utilised Scopus, Web of Science, and Google Scholar as a backup database to retrieve relevant literature. The review followed a structured process comprising identification, screening, eligibility, and data collection/extraction stages. The searches initially retrieved 83 articles, of which 41 met the inclusion criteria based on peer-reviewed journal status, language, and relevance. Google Scholar was utilised to access articles unavailable in the primary databases. Following full-text assessments and accessibility checks, 25 articles were selected for analysis. The findings categorise antecedents, strategies, and consequences of BA implementation, highlighting the importance of management support, data infrastructure, and cultural readiness. Additionally, it identified several gaps in the literature, including research on skills development and adoption within small and medium enterprises. This study provides actionable insights for practitioners and future research directions to advance BA implementation.