BIG DATA AND ITS ANALYTICS IN FINANCE AND BUSINESS

The emergence of big data has transformed the landscape of finance and business, enabling organizations to gain actionable insights from vast, complex datasets. This paper explores the role of big data analytics in modern finance and business operations, emphasizing its impact on decision-making, risk assessment, fraud detection, and customer behavior analysis. Through a review of current methodologies and applications, the study demonstrates how big data analytics fosters competitive advantage and operational efficiency. It also highlights the challenges in data management, ethical considerations, and technological integration. The findings suggest that organizations that strategically adopt big data analytics can significantly enhance their financial performance and business agility.