Integrating Big Data Analytics With the Balanced Scorecard to Enhance Enterprise Performance

This study explores the strategic integration of big data analytics and the Balanced Scorecard (BSC) framework to optimize enterprise performance across financial and non-financial dimensions. By combining the Decision-Making Trial and Evaluation Laboratory (DEMATEL) method and the Analytic Network Process (ANP), the research identifies causal relationships among key big data initiatives and prioritizes their impact on organizational performance. Empirical analysis, based on expert judgments from nine valid questionnaires collected in Guangdong, China, reveals that non-financial dimensions (learning and growth, internal processes) act as causal drivers for financial outcomes. Among the nine evaluated big data strategies, appointing data-savvy leaders and implementing customer-centric analytics (e.g., personalized recommendations, customer behavior insights) are identified as the most critical enablers of performance improvement.