The Relationship Between Digital Analytics and Business Survival of Micro, Small and Medium Enterprises (MSMEs) in Anambra State.

Abstract:

Despite the growing relevance of digital technologies, many MSMEs in Anambra State still struggle to leverage digital analytics effectively for sustained business survival and competitiveness. Based on this, the study examines the extent of the relationship that exists between digital analytics and business survival of micro, small and medium enterprises (MSMEs) in Anambra State. A quantitative research design was employed, using primary data collected via structured questionnaires and interviews administered to 331 purposively selected MSME owners and managers. Descriptive statistics were used to analyze respondents’ demographic data, while hypotheses were tested using simple regression analysis through SPSS version 27. The findings revealed that digital analytics has a positive relationship on business survival Anambra State. Based on the findings, it is recommended that MSME owners and managers in Anambra State should invest in digital analytics training and tools to enhance data-driven decision-making, improve operational efficiency, and ensure long-term business survival in an increasingly competitive digital economy.