THE INTERPLAY OF BUSINESS ANALYTICS AND BUSINESS ORGANIZATIONAL FUNCTIONS: INPUT TO SMEs STRATEGIC MANAGEMENT PLAN

This study examined the significant relationships between business analytics practices and business organizational functions within small and medium enterprises (SMEs) in the fourth congressional district of Quezon province. Specifically, it investigated the adoption of descriptive, predictive, and prescriptive analytics across key business functions such as marketing, human resources, operations, and finance. A descriptive quantitative research design was used, utilizing a structured survey questionnaire validated by business analytics experts and pilot-tested for reliability. A purposive sampling technique was used to select 257 respondents, composed of SME owners, managers, and key decision-makers who are directly involved in analytics-driven activities. Data were collected through online physical surveys, and analyzed using frequency, percentage, weighted mean, standard deviation, ANOVA, and correlation analysis to test the study's hypothesis. Findings indicate that SMEs predominantly utilize descriptive and predictive analytics, with prescriptive analytics being underutilized. Marketing and finance functions exhibit the strongest integration of analytics, while operations and human resources show less adoption. Significant relationships were identified between descriptive analytics and marketing, HR, and finance, as well as between predictive analytics and marketing, operations, and finance. However, prescriptive analytics was found to be mainly relevant to financial functions. Based on these results, recommendations include enhancing analytics awareness through training , strengthening analytics awareness through training, strengthening analytics integration in marketing and finance, leveraging technology for operational efficiency, and fostering a data-driven organizational culture. Further research is suggested to explore the impact of digital maturity and organizational culture on analytics adoption. The findings offer actionable insights for SMEs seeking to enhance their data-driven decision-making capabilities and sustainable growth.