THE ROLE OF BIG DATA IN MANAGEMENT DECISION-MAKING IN UKRAINIAN COMPANIES: ASSESSING THE IMPACT OF BIG DATA ANALYSIS ON STRATEGIC PLANNING AND COMPETITIVENESS

In toay's world, big data is playing an increasingly important role in various fields of activity, including business management, and data management is becoming a strategic component for many companies, and its proper use can solve many problems and provide a competitive advantage. In the Ukrainian context, the use of big data is of particular importance due to the need to optimize business processes and improve management efficiency. In a country that is actively developing and facing economic development challenges, business management is becoming a particularly important task, and big data opens up many opportunities for Ukrainian companies, ranging from improving customer experience to optimizing production processes. Understanding and utilizing big data is becoming an important element of strategic management that can help companies adapt to a changing environment and succeed in their operations. Big data has become a notable phenomenon in the development of information technology in the post-industrial society, as it inherently affects various aspects of life, and its immediate relevance is determined by the acceleration of the collection and accumulation of large amounts of empirical data from various areas of society. We believe that big data analysis will be popular for many years to come, and, accordingly, solutions based on such data analytics will be useful for business development, as those business entities that today's world, big data is playing an increasingly important role in various fields of activity, including business management, and data management is becoming a strategic component for many companies, and its proper use can solve many problems and provide a competitive advantage. In the Ukrainian context, the use of big data is of particular importance due to the need to optimize business processes and improve management efficiency. In a country that is actively developing and facing economic development challenges, business management is becoming a particularly important task, and big data opens up many opportunities for Ukrainian companies, ranging from improving customer experience to optimizing production processes. Understanding and utilizing big data is becoming an important element of strategic management that can help companies adapt to a changing environment and succeed in their operations. In this article, we will consider not only the technical aspects of using big data in management, but also its impact on strategic planning and competitiveness of Ukrainian companies. We will draw conclusions about the potential of big data for further business development in Ukraine and outline ways to implement these technologies in practice.