Published Paper Details:

Abstract: In the current business environment, the implementation of Big Data Analytics (BDA) becomes highly critical for innovating and improving performance. Thus, the aim of the paper is to examine the ways how organizations may process both structured and unstructured data to gain some useful insights and make more efficient business decisions. The growing amount of data created by social networking sites, Internet-based commercial transactions, and the Internet of Things makes the use of analytics highly crucial for businesses. Additionally, modern analytics allows firms to understand customer needs, optimize operations and launch new products or services thanks to sophisticated algorithms, which include machine learning and predictive analytics. Nevertheless, the paper will also address the need to use adequate methods for proper data processing and visualization. However, the usage of BDA faces several challenges related to data quality, data integration, expensive technology infrastructure, and scarcity of professionals