1. MR. V. VIJAY SWAMINATHAN , 2. M/S K. ARUNA , 3. MRS. P. CHITRA , 4. MRS. MANGAIYARKARASI , 5. DR. N DEEPA , 6. MR. R. RAJESH. THE ROLE OF BUSINESS ANALYTICS IN STRATEGIC DECISION MAKING. journaloi 2025, 74, 481-491.