Impact of Big Data Analytics on the Performance of Multinational Companies in Nigeria

The poor performance of multinational firms in Nigeria, even though they were getting more access to data-driven technologies, led to worries about the effectiveness of big data analytics in influencing organisational performance. The paper has also explored how big data analytics affects the performance of multinational companies in Nigeria with reference to Guinness Nigeria Plc. The research design was a cross-sectional survey. A total of 839 employees in Guinness in Benin City, Lagos and three regional divisions were used to obtain a sample of 325 employees through the Krejcie and Morgan formula with a 20 percent non response adjustment. There was the use of the cluster sampling method that would provide representation within operations units. A structured questionnaire was used to gather primary data, and regression analysis was used to analyse data with the assistance of SPSS version 27. The results indicated that text analytics, video analytics, and audio analytics positively and statistically impacted the performance of organisations. The researchers concluded that big data analytics acted as a strategic tool that increased decision-making, operational performance, and competitive advantages. It was advised that Guinness Nigeria Plc ought to enhance its analytics by using context-sensitive text processing systems to improve operational optimisation, real-time video surveillance on customer engagement, and high-end audio analytics tools to improve customer engagement.