Impact of data analytics on modern businesses, with the application of process optimization and customer experience
DOI:
https://doi.org/10.29076/issn.2528-7737vol18iss49.2025pp25-33pKeywords:
Data analytics, business transformation, process optimization, insights, customer experienceAbstract
The research analyzes the impact of data analytics on modern businesses, focusing on process optimization and customer experience. This study adopts a qualitative approach to provide a comprehensive understanding of the impact of data analytics on modern companies. Semi-structured interviews were conducted with five managers of modern companies located in the Metropolitan District of Quito. The results reveal a significant improvement in operational efficiency due to the implementation of data analysis. Companies have been able to identify challenges, optimize resources, and reduce operational costs. In terms of customer experience, there is an observed increase in customer satisfaction and loyalty as a result of a deeper understanding of their needs and behaviors. Data analytics is an essential tool for modern companies, allowing for process optimization and significant improvements in customer experience. The ability to analyze large volumes of data and extract actionable insights provides a substantial competitive advantage, while also facilitating adaptation to market demands and maintaining relevance in a dynamic business environment.
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