How to promote business analytics project effectiveness: a cross-disciplinary bibliometric analysis

Purpose Organizations operating in the age of big data are increasingly dedicated to leveraging data analytics to uncover valuable business insights. In academia, how to improve business analytics (BA) project effectiveness has garnered considerable attention across multiple disciplines, creating a fragmented body of literature in need of integration. This study aims to synthesize the literature on BA project effectiveness by conducting a cross-disciplinary bibliometric analysis, providing a comprehensive understanding of research trends and thematic structures on this topic. Design/methodology/approach A bibliometric analysis was conducted using CiteSpace software to examine data from the Web of Science. The analysis focused on publication trends (e.g. by year, article, journal, country) and thematic structures (e.g. core topics and themes) in BA project effectiveness research from 2000 to 2025. Findings The study identifies key trends in BA project effectiveness research, including significant themes and emerging areas of interest. It also highlights gaps in the current literature and proposes an integrated framework for understanding BA project effectiveness. Originality/value This research contributes to the literature by offering an integrated framework that consolidates existing knowledge on BA project effectiveness. It provides valuable insights into the evolution of the field and suggests future directions for research to further enhance the effectiveness of BA projects. Actionable suggestions are also provided for practitioners.