THE ROLE OF BIG DATA IN MAKING MANAGERIAL DECISIONS IN AN ORGANIZATION

The article is devoted to the study of the role of big data in making managerial decisions in organizations. In the context of digital transformation, the amount of available data is increasing, requiring the development of new methods of information processing and analysis. The authors consider the concept of big data, its main characteristics and impact on the effectiveness of management decisions. The article analyzes modern methods and technologies of data processing. The study demonstrates that the use of big data increases forecasting accuracy, business adaptability, and operational efficiency of organizations. The introduction of analytical systems based on big data helps to optimize business processes, reduce costs and increase competitiveness. Examples include the financial sector, trade, and industry, where big data technologies are actively used in forecasting market trends and strategic planning. The authors conclude that the integration of big data into management practice is a success factor for a modern organization. The need for effective management of information flows, ensuring cybersecurity and adapting business models to new technologies is noted. The study highlights the role of developing employee competencies in data analysis and the strategic use of analytical tools.