Profile: Professor Sandra Moffett, Business Analytics at Ulster University

Professor Sandra Moffett is Professor of Business Analytics at Ulster University and a research-active member of the Business and Management Research Institute. She previously served as Head of the Department of Global Business and Enterprise (2018–2024) and most recently held the role of Interim Pro Vice-Chancellor and Executive Dean of Ulster University Business School.   

Sandra’s career spans more than three decades across education, research, leadership and industry engagement. Since joining Ulster University in 2000, she has played a leading role in developing innovative programmes in Business Analytics, International Business, Food and Drink Innovation, and International Accounting with Analytics. She has also led major strategic initiatives focused on widening participation, regional economic development and business-university collaboration.   

An internationally recognised researcher in knowledge management, business intelligence and business analytics, Sandra has produced more than 125 academic publications and has secured significant research funding from organisations including CIMA, the British Council, the Royal Society and European funding programmes. Her work has supported organisations across the private, public and third sectors to improve decision-making, innovation and organisational performance.   

She has extensive experience working with industry through Knowledge Transfer Partnerships, FUSION projects, Innovation Vouchers and Digitalisation Boost initiatives, helping organisations harness data, analytics and digital technologies to enhance competitiveness and growth. 

What are high-performing organisations doing differently? 

High-performing organisations place data, analytics and continuous learning at the centre of their decision-making processes. They invest not only in technology, but also in developing people, leadership capability and collaborative networks that enable innovation to flourish.   

These organisations recognise the value of partnerships between industry, academia and government. By embracing innovation, fostering knowledge sharing and adopting evidence-based approaches to decision-making, they are better positioned to respond to changing market conditions and emerging opportunities.  They also understand that digital transformation is not solely a technology project—it is an organisational change programme that requires engagement from all levels of the business.  

Where should leaders focus over the next 12–24 months? 

Leaders should focus on building organisational capability in data literacy, analytics and digital innovation. As technology evolves rapidly, developing the knowledge and confidence of employees will be essential for ensuring organisations can respond effectively to future challenges and opportunities.   

Investment should also be directed towards strengthening regional innovation ecosystems, fostering collaboration between industry and academia, and creating pathways that support entrepreneurship, commercialisation and sustainable economic growth 

Finally, leaders should continue to prioritise the responsible adoption of emerging technologies, ensuring that innovation delivers meaningful benefits for organisations, employees and society as a whole.