THE INFLUENCE OF BIG DATA ON BUSINESS ANALYTICS
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- NGN 3000
Abstract: THE INFLUENCE OF BIG DATA ON BUSINESS ANALYTICS
This study investigates the influence of big data on enhancing the effectiveness and capabilities of business analytics within organizations. The objectives include examining how big data technologies, such as data mining, machine learning, and artificial intelligence, enable organizations to extract valuable insights, predict trends, and drive innovation. A survey research design is adopted to gather quantitative data from 300 participants using the Taro Yamane formula to ensure a representative sample size. The case study focuses on a financial institution in Sokoto, Nigeria, known for its extensive use of big data analytics to improve customer service and operational efficiency. The reliability coefficient score, assessed through internal consistency measures, is 0.87, indicating strong reliability of the research findings. Findings suggest that big data analytics provide organizations with the ability to process and analyze vast amounts of data in real time, uncover hidden patterns, and make proactive business decisions. The study recommends that businesses invest in scalable big data infrastructure, implement robust data governance frameworks, and prioritize cybersecurity measures to harness the full potential of big data analytics in driving organizational growth and competitive advantage.
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