While business analytics increases its use in gaining data driven insights in supporting business decision making, there has been little research done concerning some of the mechanisms that business analytics uses in improving decision making. Drawing on contingency theory and information processing views, this paper analyzes data analytics, linking IBM Watson Analytics to organizations such as an analytics analyzing airline survey, as well as how data analytics helps in decision making. The purpose of this study is, therefore, to examine the data analytics in decision making. This study examines the history of data analytics and the significance of data analytics while reviewing the traditional business intelligence solutions. Additionally, this study provides a statement of problems demonstrating the features and capabilities of IBM Watson analytics; business components, including the benefits offered by business analytics and cost involved; technology components and IBM Watson Analytics demonstration; and results. IBM Watson results show that it intelligently connects, analyzes, and secures data, hence, improving decision making, as well as customer service. Therefore, the key results and findings show that business analytics positively impact the capability of information processing, which in turn, positively influences decision making. This study’s results supports literature from business analytics through inclusion of useful insights into applications, features, and capabilities of IBM Watson Analytics and assistance of data driven decision-making while comparing IBM Watson Analytics with other tools in decision-making.

Exit Requirement

Professional Project

Date of Award


Degree Name

Master of Science in Management and Information Systems

Committee Chair

David Olson

Committee Member

Scot Morse

Committee Member

John Morris


decision making, data analytics, business intelligence, IBM Watson analytics



Type (DCMI Terms)


Subject Categories

Management Information Systems

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