THE ROLE OF BIG DATA ANALYTICS IN BUSINESS INTELLIGENCE

Abstract

As businesses navigate an increasingly data-driven world, the role of big data analytics in driving business intelligence has become paramount. The explosion of digital information and the advent of advanced computing technologies have provided organizations with unprecedented opportunities to gather, analyze, and derive valuable insights from vast and diverse datasets. This journal article explores the significance of big data analytics in shaping business intelligence strategies and unlocking competitive advantages. It examines how businesses can harness the power of big data analytics to drive informed decision-making, enhance operationalefficiency, and create innovative products and services. The article also delves into the challenges and ethical considerations associated with big data analytics, highlighting the importance of responsible data governance and privacy protection.