THE USE OF BIG DATA ANALYTICS TO IMPROVEDECISION MAKING IN COMPANIES

Abstract

This research paper explores the use of big data analytics to improve decision-making in companies. The paper begins with a comprehensive literature review that defines and examines the evolution of big data analytics, identifies theoretical frameworks for big data analytics and decision-making, and highlights the benefits and challenges of using big data analytics in decision-making. The research then utilizes a mixedmethods approach that combines expert interviews, case studies, and surveys to further explore the use of big data analytics in decision-making in companies. The findings from the literature review and empirical research demonstrate that big data analytics can significantly improve decision-making by providing businesses with timely and accurate insights, enhancing collaboration and communication, and facilitating more informed and data-driven decision-making. However, the research also highlights the importance of addressing the challenges associated with the adoption of big data analytics, such as data privacy and security concerns and the need for specialized skills and infrastructure. The research concludes with a discussion of the implications for theory and practice, as well as recommendations for future research. Overall, this research paper provides valuable insights into the use of big data analytics as a strategic tool to improve decision-making in companies