The application of business analytics is having a profound impact on several industries in contemporary society, and the manufacturing sector is no exception to this trend. Nevertheless, the utilisation of analytics within small and medium firms is considerably restricted and while considerable study has been conducted in past to ascertain on the topic there is limited studies post-Covid on the awareness, adoption and factors likely to influence the adoption of the technology in adoption of business analytics and the obstacles hindering the process of digitalization for small and medium firms. Furthermore, research studies have neglected to address the specific challenges faced by small and medium manufacturers in utilising analytics for business decision-making. This study employs a scientific methodology to gather data from small and mid-sized manufacturing firms in order to investigate the awareness, adoption and challenges behind the hesitancy of local manufacturers to adopt analytics in their operations. Additionally, the study aims to identify potential roles of different stakeholders to enhance the adoption level of business analytics to improve productivity.