THE IMPACT OF DATA-DRIVEN BUSINESS STRATEGY ON ORGANISATIONAL PERFORMANCE (A CASE STUDY MTN ADAMAWA)

Data-driven business strategies have become paramount in today's competitive landscape, with organizations leveraging data analytics to enhance performance across various dimensions. This paradigm shift is particularly evident in companies like MTN, where the implementation of data-driven approaches has yielded substantial benefits. Through a case study of MTN Adamawa, this research explores the profound impact of data-driven business strategies on organizational performance. One of the most evident areas where data-driven decision-making influences organizational performance is in financial outcomes. By harnessing data analytics, companies can gain insights into market trends, customer behavior, and operational efficiencies, enabling them to allocate resources more effectively and identify revenue opportunities. For MTN, adopting data-driven strategies has likely contributed to improved financial performance, evidenced by increased revenue streams, optimized cost structures, and better investment decisions. Furthermore, the influence of data-driven strategies extends beyond financial metrics to customer acquisition and retention. By analyzing customer data, companies can personalize marketing efforts, enhance product offerings, and tailor customer experiences, ultimately fostering stronger relationships and loyalty. MTN's utilization of data-driven approaches likely plays a pivotal role in attracting and retaining customers in a highly competitive telecommunications market, thereby bolstering its market share and revenue streams.