Leveraging Synthetic Data for Business Analytics and Sustainable Digital Organizational Transformation Strategies
DOI:
https://doi.org/10.33050/tmj.v11i2.2716Keywords:
Synthetic Data, Business Analytics, Digital Transformation, Digital Organization, Organizational SustainabilityAbstract
The rapid development of digital technology has driven organizations to leverage data as a strategic asset to enhance decision-making quality, operational efficiency, and business competitiveness. However, the implementation of data-driven business analytics still faces various challenges, such as limited data availability, privacy concerns, information protection regulations, and difficulties in acquiring high-quality datasets for analytical model development. Synthetic data emerges as an innovative approach that enables organizations to generate artificial datasets with statistical characteristics resembling real data without exposing sensitive information. This study aims to analyze the role of synthetic data utilization in supporting business analytics capabilities and strengthening sustainable organizational digital transformation. Adopting a conceptual approach, this research conducts a literature review of recent studies on synthetic data, artificial intelligence, business analytics, and digital transformation. The results show that synthetic data offers strategic benefits by improving data availability, supporting machine learning model development, bolstering privacy protection, and accelerating digital technology-based innovation. Furthermore, synthetic data utilization contributes to sustainable digital transformation by enhancing organizational capabilities to build intelligent decision-making systems, optimize business processes, and reduce reliance on limited datasets. This study concludes that synthetic data is a strategic technological capability that can reinforce the business analytics ecosystem and support the development of adaptive, secure, and sustainable digital organizations.
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Copyright (c) 2026 Adam Faturahman, Alfri Adiwijaya, Steven Harazaki Lase, Nanda Septiani, Kabelo Thobela
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