INTERACTIVE DASHBOARDS AS A TOOL FOR SUPPORTING MANAGERIAL DECISION-MAKING

Анотація

The article explores the use of interactive dashboards as a tool for supporting managerial decision-making in small and medium-sized enterprises. The relevance of the study is driven by the rapid growth of data volumes and the need for companies to transition from intuitive management to data-driven management. The study aims to systematise the design principles of dashboards and develop an accessible, step-by-step methodology for creating a report to monitor an enterprise’s commercial activity. The methodology encompasses an analysis of professional literature, a comparison of modern business intelligence platforms (Google Looker Studio, Microsoft Power BI, Tableau), and an empirical online survey of 77 respondents, including students, academic staff, and small and medium-sized enterprises representatives. It is proven that free Google cloud technologies (specifically Looker Studio combined with Google Sheets) constitute the optimal solution for small and medium-sized enterprises. This choice is justified by the absence of licensing costs, an intuitive interface, and seamless data integration. Based on the survey results, key performance indicators for an online store were identified, namely: sales margin, total revenue, net profit, revenue distribution by product category, average order value, and conversion rate. An algorithm for dashboard modelling was practically tested, comprising five stages: data integration, key performance indicators visualisation, chart construction, interactivity configuration, and visual optimisation. The research findings confirm that dashboards facilitate the transformation of disparate datasets into structured visual and analytical information, significantly enhancing the validity and promptness of managerial decisions. The survey revealed that the primary barrier to implementing analytical systems in small and medium-sized enterprises is a deficit of digital skills among personnel and a reliance on intuitive management, rather than the high cost of software. This underscores the critical need to develop the digital competencies of future managers to overcome organisational resistance and increase the transparency of business processes.

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