THE IMPLICATIONS OF BIG DATA ANALYTICS ON BUSINESS INTELLIGENCE: A QUALITATIVE STUDY

Abstract

This paper is a qualitative study on how big data analytics has helped shaped business intelligence and drive the success of many companies. The findings reveal that big data analytics has facilitated the extraction of information from the vast amounts of data generated by businesses every second. When combined with the massive amounts of external data accumulated daily – whether it's consumer reviews and experience, competitor knowledge, seasonal purchasing patterns, or something else – companies will amass a massive amount of data [1]. Big data applications collect data from a range of sources in real-time, independent of their formats or structures, while BI systems extract extensive data from pre-defined sources to expand them into insights. Networking sites have ushered in a transition and compelled a fundamental change in business operations around the world. As a consequence, large amounts of data have been collected from many social networking outlets, necessitating the utilization of this data for market intelligence purposes. Despite its relevance, no study has been done on the implications of using Big Data analytics in business intelligence [1]. This research addresses this information gap by exploring the role and implications of Big Data analytics on business intelligence with data obtained from social networking platforms such as Facebook. Since the thesis is qualitative, it uses a qualitative method for data analysis by examining the case of Facebook. The findings would have a huge effect on both theory and practice when it comes to developing plans and methods to maximize the benefits of social networking platforms for market gain.