Data-Driven Strategies and Organizational Performance of Telecommunication firms in Delta State

Abstract

This study investigated the effects of data-driven strategies on the organizational performance of telecommunication firms in Delta State, Nigeria, focusing on descriptive and diagnostic analytics. Using a quantitative cross-sectional survey design, data were collected from 292 employees across selected firms through structured questionnaires. Analyses were conducted using descriptive statistics, Pearson correlation, and multiple regression to examine the relationship between analytics practices and organizational performance. Findings revealed that descriptive analytics significantly enhances organizational performance by enabling firms to monitor historical and operational data, improve service quality, and support evidence-based decision-making. Diagnostic analytics also positively influences performance by identifying root causes of operational challenges, optimizing resource allocation, and improving customer satisfaction. Regression results indicated that both forms of analytics significantly predict organizational performance, explaining 57% of the variance. The study concludes that data-driven strategies are essential for sustaining competitiveness and improving operational efficiency in telecommunication firms. It recommends investing in analytics infrastructure and institutionalizing data-driven decision-making. This research contributes to knowledge by providing empirical evidence on how descriptive and diagnostic analytics can drive organizational performance in the Nigerian telecommunication sector.