A Comparative Study Of Data Visualisation Techniques For Effective Decision-Making In Business Intelligence

Oluwakemi Fehintola Dosunmu, Ademola Hope Adeoye, Promise Ancestus Ukonu, Chibuike Gabriel Offo, Arinze Emmanuel Izuchukwu, Oluwatoyin Olawale Akadiri

Abstract

This paper discusses the relative success of several methods of data visualisation to improve decision-making in business intelligence (BI) systems. By analytically examining chart-based visuals, interactive dashboards, and premium analytics tools across various business departments, this study identifies the most effective visualisation techniques in marketing, finance, and operations. The paper assesses three case studies from the retail, financial services, and manufacturing industries to determine decision-making efficiency, the accuracy of insights, and the rate of adoption by users. The main results indicate that interactive dashboards can facilitate decision-making 35 times faster, while real-time visualisations can increase operational efficiency by 28 times. The study contributes to the theory of BI by developing a framework for selecting visualisations in accordance with cognitive load theory and organisational circumstances. It offers practical suggestions on choosing tools and their implementation.

10.22178/pos.121-45


Keywords


Business Intelligence; Data Visualisation; Decision-Making; Interactive Dashboards; Visual Analytics; Performance Metrics

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References


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Copyright (c) 2025 Oluwakemi Fehintola Dosunmu, Ademola Hope Adeoye, Promise Ancestus Ukonu, Chibuike Gabriel Offo, Arinze Emmanuel Izuchukwu, Oluwatoyin Olawale Akadiri

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