BUSINESS INTELLIGENCE AND DATA ANALYTICS FOR STRATEGIC ORGANIZATIONAL DECISION-MAKING

The rapid growth of digital technologies has transformed the way organizations collect, manage, and utilize information for strategic decision-making. Business Intelligence (BI) and Data Analytics have emerged as essential tools for converting large volumes of organizational data into meaningful insights that support planning, operational efficiency, innovation, and competitive advantage. Modern organizations increasingly rely on data-driven strategies to understand customer behavior, optimize business processes, improve financial performance, and respond effectively to market changes. Business Intelligence integrates data management, analytical tools, dashboards, and reporting systems to facilitate informed managerial decisions across organizational functions. This review paper examines the role of Business Intelligence and Data Analytics in strategic organizational decision-making by discussing BI components, analytical techniques, digital transformation, organizational benefits, implementation challenges, and future developments. The findings indicate that organizations adopting Business Intelligence technologies improve decision quality, operational performance, customer satisfaction, innovation capability, and long-term business sustainability.