Investigating the Application of Data Analytics in Forecasting Business Outcomes

Author(s)	Sweta Pandya
Country	India
Abstract	In an era of growing data volumes and computational capability, businesses increasingly leverage data analytics to forecast critical business outcomes such as sales volumes, customer behaviour, market demand and operational performance. This paper proposes a conceptual framework that links data-analytics capabilities (including data infrastructure, analytics techniques and human/organisational readiness) to business-outcome forecasting effectiveness, and in turn to decision-making quality and firm performance. Drawing on extant literature from business analytics, forecasting, and management control, we identify key antecedents, moderating factors and potential mechanisms by which analytics leads to improved forecasting and thus business outcomes. The framework is complemented by propositions about how firms can structure their analytics initiatives to maximise forecasting accuracy and utility. Implications for practitioners and researchers are discussed, limitations acknowledged, and avenues for future research proposed.
Keywords	Data analytics; business forecasting; predictive analytics; business outcomes; organisational readiness; decision-making; firm performance.
Field	Engineering
Published In	Volume 16, Issue 4, October-December 2025
Published On	2025-10-31

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