Published Paper Details:

In today's world of IT innovations, Big Data has and Analytics has revolutionized the Banking and Finance sector by offering valuable insights, streamlining operations, and improved decision-making processes. It involves use of various tools, techniques and methodologies to extract valuable insights from data, allowing organizations to make informed choices and gain a competitive advantage. Despite the promising potential of data analytics, the ethical implication and privacy concern surrounding the use of data analytics has not reduced significantly. Hence this research makes an attempt to gather primary data through interviews with industry experts, while secondary data sourced from scholarly articles, reports, and existing databases and aims to shed light on the following aspects: o Investigate comprehensive study on data analytics in financial sector. o Investigate privacy concerns arising from data analytics implementation. o Factors influencing customer perception and how these concerns can be mitigated to enhance effectiveness of data security