Optimization of strategic management decision-making processes using real-time business analytics

Abstract

The dynamics of the market environment, the growth in data volumes, and the complexity of management structures necessitate a rethink of the strategic decision-making process. Traditional planning tools do not provide the proper speed of response to changes in external and internal factors. Under such conditions, the use of analytical data processing tools that operate in a continuous information update mode and support management processes at different levels becomes particularly important. The purpose of the study is to determine effective procedures for integrating flow analytics into corporate management to improve the validity of strategic alternative selection. The methodological basis comprises a system approach, structural and functional analysis, methods of comparison and generalization, and data visualization tools. Results. The study specifies the substantive characteristics of the procedures for strategic decision-making in the context of enterprises' digital transformation. The feasibility of integrating flow analytics into the corporate management system to reduce information processing time and uncertainty is demonstrated. The key prerequisites for the effective implementation of analytical platforms are: consistent digital infrastructure, standardized indicators, and a culture of working with data. It is proven that the use of operational analytics tools increases transparency in management procedures, improves coordination among structural units, and strengthens the enterprise's adaptability to environmental changes. Conclusions. Improving the processes for making long-term management decisions with real-time analytical support enhances decision quality and strengthens the enterprise's competitive position. The implementation of the proposed approaches lays the foundation for a proactive management model focused on timely risk identification and development opportunities.