OVERCOMING BUSINESS ENTROPY THROUGH THE SYNERGY OF DATA, ANALYTICS AND ORGANIZATIONAL CULTURE: A CUSTOMER-CENTRED APPROACH

Abstract

The modern digital economy is characterized by a rapid increase in the amount of data generated by businesses and consumers every day. The amount of digital information doubles every year, and its main sources are mobile devices, IoT sensors, online transactions, social networks and digital platforms. This explosion of data creates unique opportunities for companies, as information is transformed into a strategic resource capable of providing long-term competitive advantages. Data is no longer just a “raw material” for statistical reports, but a fundamental asset that determines business development. Using data allows you to forecast demand, manage pricing, optimize marketing campaigns and personalize offers for customers. The logic of competition is changing: the advantage is gained by the company that works more effectively with information, and not only by the one that has large resources or innovative products. An example of effective analytics is Amazon, which uses algorithms to track the behavior of millions of users in real time, form personalized recommendations, dynamic pricing and forecast trends, which ensures customer retention and loyalty. Netflix demonstrates the use of predictive analytics to create its own content based on user viewing and preferences data. This allows the company to minimize risks when launching new products and personalize offers in accordance with real audience requests. Modern business is moving from reactive customer service to proactive, anticipating needs and offering solutions in advance. Analysis of behavioral data, purchase history and product usage patterns increases customer satisfaction and loyalty. Predictive analytics allows companies to timely prevent customer churn, personalize offers and optimize prices. Data and analytics bring results only if they are integrated into management decisions. The key role is played by organizational culture, which turns analytics from a technological tool into a routine practice for daily decision-making. Successful companies use extensive optimization and modeling, centralized coordination of analytics at the organization level and active support from top management, which allows avoiding data duplication and ensuring the effectiveness of management decisions.