Business Analytics studies turn data into better business decisions

From business and finance to Business Analytics

Originally from Tehran, Iran, Fariba Alidoust Salimi had already built an extensive academic and professional background before beginning her studies at Xamk. She holds Bachelor’s and Master’s degrees in Industrial Engineering, with a specialization in Financial Engineering, and has several years of professional experience in electronic payments and banking. Her work has included business development, data-related activities, customer relations and marketing.

Through these experiences, she became increasingly interested in the role data can play in understanding customers, improving business performance and supporting strategic decision-making. She wanted to complement her previous business and finance expertise with modern analytical skills.

Xamk’s Bachelor of Business Administration, Business Analytics programme offered the combination she was looking for: business knowledge, practical analytics skills and an international learning environment.

Before beginning her studies, Fariba Alidoust Salimi expected Business Analytics to focus mainly on data, statistics and business performance. Her perspective has since expanded.

I have realized that business Analytics is not just about analyzing numbers. It is about understanding business challenges and customer behaviour and transforming data into meaningful insights that support better decisions

Practical Business Analytics studies connect data with real business needs

Another assignment focused on data strategy. Students created a business scenario around a smart pizza-making machine and considered how data could be used to create value for both the company and its customers.

During her studies, Fariba Alidoust Salimi has developed her skills in tools such as advanced Excel, Power BI and KNIME, as well as data visualization and social media metrics. At the same time, the studies have strengthened skills that extend beyond data analysis, including teamwork, communication, problem-solving and presentation.

Learning to approach business challenges through data

One of the biggest changes Fariba Alidoust Salimi has noticed is in the way she approaches business problems. Instead of relying only on previous experience or assumptions, she now pays more attention to the evidence behind decisions.

I have learned to look for patterns, as k better questions and use evidence to understand situations before making decisions

She also gained a broader understanding of how different areas of business are connected through data. Business Analytics can help organizations understand customer behavior, identify market trends, improve their performance and recognize new business opportunities. It can also support more effective marketing, help identify inefficient process and contribute to smarter strategic decisions.

For Fariba Alidoust Salimi, this creates a direct connection between what she is learning and the impact she hopes to make in her future career. Her aim is not simply to analyze data, but to connect analytical findings with real business needs and turn them into practical improvements that create value for organizations and their customers.

This emphasis on concrete change also reflects Xamk’s impact communication approach, in which the focus is on what education changes for individuals and working life, rather than only describing what is done.

An international learning environment builds skills for working life

Studying on an international degree programme has also been an important part of Fariba Alidoust Salimi’s experience at Xamk.

Working with students from different countries and cultural backgrounds has introduced her to different perspectives and ways of thinking. Group projects have strengthened her communication and teamwork skills and helped prepare her for an increasingly international working environment. She would also welcome more opportunities to study and collaborate with Finnish students as way of getting to know Finnish society and the local community better.

Her student experience extends beyond classroom. Taking part in student activities and community initiatives has helped her connect with other students and become more involved in the university community.

For me, studying in Finland is not only about gaining a degree. It is also about experiencing a new culture, challenging myself and growing both personally and professionally

Business Analytics opens opportunities for data-driven career

Looking ahead, Fariba Alidoust Salimi is interested in working in Business Intelligence, Data Analytics or Business Development, particularly in financial services, banking and technology. These fields would allow her to combine her previous experience in the payment industry with the analytical skills she is developing at Xamk.

She sees Business Analytics as a suitable choice for people who are curious about the business, technology and data. A strong technical background is not necessarily required from the beginning. An analytical mindset, an interest in problem-solving and a willingness to learn new tools are valuable starting points.

Her advice to prospective students is straightforward:

-Do not be afraid of data or technical subjects, even if they are now new to you. Try to connect what you learn in class with real business situations, participate in projects and make the most of the international learning environment.

For Fariba Alidoust Salimi, studying Business Analytics at Xamk has been challenging, international and full of opportunities. Alongside new analytical and digital skills, the experience has helped her build a new academic and professional direction for her future.