Integrating machine learning in business analytics consulting for proactive decision-making and innovation

Osman, Asha and Fowowe, Oluwatomisin Olawale and Agboluaje, Rasheed and Orekha, Precious Ozemoya (2025) Integrating machine learning in business analytics consulting for proactive decision-making and innovation. World Journal of Advanced Research and Reviews, 25 (1). pp. 1817-1836. ISSN 2581-9615

Integrating machine learning (ML) into business analytics consulting represents a paradigm shift in enabling organizations to adopt proactive decision-making and foster innovation. As businesses face increasing complexity and competition, the demand for data-driven strategies has grown exponentially. Machine learning, with its capacity to analyse vast datasets, uncover hidden patterns, and predict future trends, has become a cornerstone of modern business analytics. This integration empowers consultants to deliver actionable insights and predictive solutions, enhancing operational efficiency and competitive advantage. Applications of ML in business analytics include customer segmentation, churn prediction, demand forecasting, and anomaly detection, all of which contribute to optimizing resource allocation and improving decision-making processes. For example, predictive models can help businesses anticipate market shifts and customer behaviours, while recommendation systems drive personalized marketing strategies. Incorporating ML also facilitates innovation by identifying untapped opportunities, automating repetitive tasks, and enabling real-time analytics. However, successful implementation requires addressing challenges such as data silos, algorithm biases, and the need for skilled professionals. Establishing robust data governance, fostering a culture of analytics adoption, and leveraging scalable cloud-based ML platforms are crucial for overcoming these barriers. This paper explores the theoretical foundations and practical applications of machine learning in business analytics consulting. It provides a framework for integrating ML into consulting practices, highlighting best practices and potential pitfalls. By adopting ML-driven approaches, consultants can help organizations navigate uncertainty, enhance strategic agility, and accelerate innovation.