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Muhammet Ali KADIOLU, Altan ZKL
 


Keywords:



CONCEPTUAL FRAMEWORK FOR INTEGRATION OF DATA ANALYTICS INTO STRATEGY DEVELOPMENT PROCESS
 
Strategy can most easily be defined as the path followed to achieve strategic long-term goals. The determination of strategy is possible with the accuracy of the predictions regarding the environment and the high rate of realization of the targets in the light of these predictions. Today, detailed information such as business opportunities and other macro and micro environmental change sources in the short term will make a very valuable and critical contribution to the correct determination of future predictions, for this reason data analytics has started to take place in the fields of interest of strategists. Competencies such as advanced data analytics capability, the ability to mobilize and deploy resources will also differentiate company performance and provide companies with a competitive advantage. Aligning business strategy with analytics capability provides businesses with a strategic capability for market opportunities. It is widely accepted that data analytics is necessary to improve business performance. On the other hand, the data science literature on business applications offers little guidance on how to leverage and leverage advanced analytics capabilities to serve the overall strategy of the company. There is a clear need to align this situation between analytics capability and business strategy. With this study, a conceptual framework will be developed and implemented on how advanced data analytics, together with artificial intelligence and/or machine learning experiences, can be used as a support tool in corporate strategy as products and services, marketing and sales, support and maintenance elements.

Anahtar Kelimeler: Business Strategy, Advanced Analytics, Data Solutions, Data-Driven Marketing