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Oulun yliopiston väitöskirjat

The potential and utilisation of predictive business analytics

ISBN-10:	978-952-62-4453-2
Kieli:	englanti
Kustantaja:	Oulun yliopisto
Laitos:	University of Oulu, Oulu Business School
Painosvuosi:	2025
Sidosasu:	pehmeäkantinen
Sijainti:	Print Tietotalo
Tekijät:	Matkaselkä, Maarit

20.00 €

The purpose of this study is to explore the potential, introduction and implementation of predictive business analytics in management and decision-making. The amount of data is increasing at an accelerating rate, and business analytics provides the means to refine data into knowledge and insights that generate business value. Business environments are also becoming more dynamic and complex, and data can be utilised to create scenarios, detect insights and anomalies, as well as predict and forecast, rather than merely react to what has already happened. To create an understanding of the research phenomenon, this study relies on the literatures of predictive business analytics, business analytics, dynamic capabilities, analytics-enhanced dynamic capabilities, strategic management and data strategies. These theoretical foundations and key concepts highlight predictive business analytics from different perspectives: potential, capabilities and utilisation. The empirical part of this study has been conducted as a set of qualitative case studies. This study explores the resources and challenges faced when building predictive business analytics capabilities, and discusses the potential, introduction and implementation within wellbeing services. The findings of the study highlight the potential of predictive business analytics to show trends, find correlations, create scenarios, conduct simulations, forecast the future, predict resources, and analyse markets. In wellbeing services, possibilities can be related to either services, resources and organisation, finding indicators and triggers, or patient care. To build predictive business analytics capabilities an organisation needs an overall data culture, as well as appropriate skills, tools, and processes. A lack of data culture, data strategy and resources, issues related to data and legislation, as well as organisational change resistance and integration into daily operations are recognised challenges in building these capabilities. Successful utilisation in wellbeing services includes collaboration involving business, data and technology, as well as between in-house and other partners. It also requires managerial and technical skills, as well as the data-oriented transformation of existing functions and organisational culture. Keywords: business analytics, data strategies, dynamic capabilities, management, predictive analytics

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