The role of big data in digital transformation

Abstract

Today, we are creating and collecting more information than ever before. All of this data comes from a variety of sources, including social media platforms, our phones and computers, health gadgets and wearable technologies, scientific tools, financial institutions, and more. When combined with big data, it gives businesses the opportunity to understand consumers better than ever before. Businesses are now using specific information as well as insights about customers and their behavior from the data they collect to transform themselves while simultaneously changing their sales and marketing strategies. Big data is at the center of all this. Digital transformation is an inevitable necessity and no organization or business will be safe. In the next few years, many existing businesses will be removed and new businesses based on digital technologies will be formed, and the digital economy will show off its true and complete meaning. Paying attention to human factors and their impact on the success of a digital transformation program is also very important. Correct leadership of the digital journey and change management and the culture governing a business are among the most important factors in the success of a digital transformation program. Undoubtedly, big data and its strategic management is one of the vital capabilities in achieving the success of a digital transformation program. Because the success of a business will be highly dependent on the level of intelligence regarding everything (from customers to competitors and the market situation, etc.). In this research, the dimensions and roles of big data management in digital transformations are investigated and the place of this technology among transformational technologies is examined and analyzed.