DIGITAL TRANSFORMATION STRATEGIES AND THEIR IMPACT ON ORGANIZATIONAL PERFORMANCE: AN ANALYTICS-DRIVEN STUDY

Abstract

Digital transformation has become a strategic priority for organizations seeking competitive advantage in a technology-driven business environment. Rapid advancements in digital technologies are reshaping business models, processes, and organizational structures. This research examines the impact of digital transformation strategies on organizational performance using an analytics-driven approach. The study integrates data analytics, strategic management concepts, and performance measurement techniques. Quantitative and qualitative data are analyzed to evaluate the effectiveness of digital initiatives. Key digital enablers such as automation, cloud computing, and data analytics are considered. Results indicate a strong relationship between digital maturity and organizational performance. The study highlights the role of leadership and data-driven decision-making. Findings provide practical insights for managers. The research contributes to digital transformation and management literature.