INVESTIGATING THE ROLE OF BIG DATA AND PREDICTIVE ANALYTICS IN ENHANCING DECISION-MAKING AND COMPETITIVE ADVANTAGE: A CASE STUDY APPROACH

This study explores the transformative role of data analytics, specifically focusing on big data and predictive analytics, in enhancing business operations. The objective was to assess the impact of data-driven strategies on decision-making efficiency and customer insights across industries from 2019 to 2024. A case study approach was employed, collecting data through surveys, interviews, and secondary analysis, using statistical models such as regression analysis and neural networks. Results revealed that companies adopting predictive analytics reported a 20-25% increase in customer satisfaction and a 15% improvement in operational efficiency. However, only 40% of businesses have successfully integrated data analytics into their core strategies. The study concludes that while data analytics offers significant competitive advantages, there are challenges in adoption due to infrastructure limitations and alignment issues.