Ponente
Descripción
The Digital Transformation process in Cuba, which the country's top management started applying from 2022, consists of a deep and accelerated transformation of activities, processes, competencies and business models to fully take advantage of the changes and the opportunities of digital technologies and data for organizations. Business Analytics is part of this transformation since it integrates and facilitates the transition from descriptive analytics (what has happened) to predictive analytics (what is likely to happen) and then to prescriptive analytics (what decisions must be made); through the extensive and intensive use of information technologies and massive data (Big Data) that organizations currently have, or may have, especially companies; which makes better, or optimal, decision-making possible and thus increases the value generated by businesses. Business Analytics turns out to be a novel approach since it constitutes a functional and rational integration of Statistics, Information Technologies and Systems (IT/IS), and Modeling/Optimization, with the application of Operations Research tools, mainly in the stages corresponding to predictive and prescriptive analytics. The objective of this paper is to analyze the advantages, and possible challenges, that the application of Business Analytics implies in Cuban firms; as well as its positive impact on the Digital Transformation of the country's economy.
Keywords: business analytics, operations research, prescriptive analytics
