The Use of Data Analytics in Strategic Decision-Making in a South African Pay-TV Company
| dc.contributor.author | Reddy, Prebashni | |
| dc.contributor.supervisor | Chidzungu, Thandiwe | |
| dc.date.accessioned | 2024-10-14T10:28:15Z | |
| dc.date.available | 2024-10-14T10:28:15Z | |
| dc.date.issued | 2021 | |
| dc.description | A research report presented in partial fulfillment for the degree of Master of Business Administration to the Faculty of Commerce, Law, and Management, University of the Witwatersrand, Johannesburg 2021 | |
| dc.description.abstract | The extent to which data and analytics inform decision-making in the Pay-TV industry in South Africa is not known. Netflix used data to achieve a competitive advantage and became a leading player in the streaming services arena. Blockbusters no longer exist because they did not change with the times and listen to what their customers wanted. Companies must use the data that they collect to make decisions and remain relevant in a continually evolving business environment. This research aims to evaluate the extent to which senior management use data and analytics to make decisions. The study measured the relationship of each of the following 3 constructs: data literacy, data accessibility, and data usage with data-driven decision making. The researcher carried out an exploratory study employing a quantitative and observational design approach. Adopting a cross- sectional methodology and drawing on a purposive nonprobability sample of senior managers from a South African Pay-TV company. An online structured interview survey was used to collect data from a population of 294 senior managers who were assumed to be decision-makers. The findings of the study were that data usage, data literacy, and data accessibility each have a positive relationship with data-driven decision-making. The research identified opportunities for the South African Pay-TV company to improve the use of data in decision-making for better- informed decisions and better business performance through a 3-step programme which was recommended should form part of their data strategy. To improve data literacy amongst senior management and other decision-makers a continuous programme of training in the skills to interpret and understand data and analytics is recommended as the first step and arguably most important step. Crafting and implementing an accessibility strategy is the next step and driving usage of that data and analytics is the last and crucial step in the programme. The findings of this study supported by previous research indicate that this company will improve performance and outperform its competitors with the use of data in decision making. | |
| dc.description.submitter | MM2024 | |
| dc.faculty | Faculty of Commerce, Law and Management | |
| dc.identifier.citation | Reddy, Prebashni. (2021). The Use of Data Analytics in Strategic Decision-Making in a South African Pay-TV Company [Master’s dissertation, University of the Witwatersrand, Johannesburg]. WirteDSpace.https://hdl.handle.net/10539/41554 | |
| dc.identifier.uri | https://hdl.handle.net/10539/41554 | |
| dc.language.iso | en | |
| dc.publisher | University of the Witwatersrand, Johannesburg | |
| dc.rights | © 2021 University of the Witwatersrand, Johannesburg. All rights reserved. The copyright in this work vests in the University of the Witwatersrand, Johannesburg. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of University of the Witwatersrand, Johannesburg. | |
| dc.rights.holder | University of the Witwatersrand, Johannesburg | |
| dc.school | WITS Business School | |
| dc.subject | Evaluating | |
| dc.subject | Data | |
| dc.subject | Analytics | |
| dc.subject | Decision-Making | |
| dc.subject | South Africa | |
| dc.subject | Pay-TV Company | |
| dc.subject | Data Literacy | |
| dc.subject | Data Accessibilitye | |
| dc.subject | Data Usag | |
| dc.subject | UCTD | |
| dc.subject.other | SDG-8: Decent work and economic growth | |
| dc.title | The Use of Data Analytics in Strategic Decision-Making in a South African Pay-TV Company | |
| dc.type | Dissertation |