Exploring The Role Of Big Data Analytics In Strategic Decision-Making And Performance Improvement

Along with advancements in digital technology, Big Data has become essential for decision-making and performance improvement due to well-planned strategies. Modern technologies such as robotics, artificial intelligence, and machine learning present opportunities and risks that influence organizational profitability. Business analytics drive technological breakthroughs, particularly in start-up marketing. This paper explores decision-making theories and performance improvement models, analyzing the impact of analytics. Utilizing a mixed-methods approach, it examines how analytics enables accurate decisions, risk calculations, and competitive advantages through customer behavior data. The study highlights operational improvements, process management, and the role of analytics in shaping business relationships and technology progress. Examples of automation in companies and ethical considerations are discussed. Future prospects of newer technologies influencing Big Data Analytics are considered, emphasizing the need for strategic responses. Organizations embracing Big Data Analytics are more competitive and poised for growth. Strategic recommendations and research questions are provided for academics and practitioners.