Macroeconomic data for business analytics in firms
DOI:
https://doi.org/10.3846/bm.2026.2352Abstract
The integration of macroeconomic data into business analytics has become increasingly critical for improving strategic planning, risk management, and predictive accuracy in organisations. This Article aims to provide a brief conceptual overview of the role of macroeconomic data in business analytics. The tasks of the study are, first, to describe the newest theoretical insights into Business Analytics. Second, to describe the application of macroeconomic data in business analytics. By applying a literature review and statistical analysis, the Article highlights variety of definitions in the field of Business Analytics, points the role of Artificial Intelligence in transformation of Business Analytics and the changing application of macroeconomic data in the models of Business Analytics. It was found that currently Artificial Intelligence is transforming Business Analytics introducing “generative” models. The widespread macroeconomic indicators that are used as inputs in BA models are GDP, inflation, interest rates and unemployment.
Keywords:
Business Analytics, macroeconomic data, macroeconomic indicatorsHow to Cite
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