EFFECTIVE BUSINESS MANAGEMENT BASED ON BIG DATA AND ANALYTICS

Annotatsiya

This article examines the role of Big Data and advanced analytics in enhancing effective business management within the digital economy. In an environment characterized by rapid technological change and increasing market complexity, organizations rely on large-scale data processing to support strategic, tactical, and operational decision-making. The study explores the theoretical foundations of Big Data, including its core characteristics—volume, velocity, variety, veracity, and value—and analyzes how predictive and prescriptive analytics contribute to improved organizational performance. Special attention is given to data-driven management models, performance optimization, risk mitigation, and competitive strategy formation. The article also evaluates how integrating analytics into corporate governance structures increases efficiency, innovation capacity, and long-term sustainability. Based on current global trends, the research highlights that companies effectively utilizing data analytics demonstrate higher profitability, tronger customer retention, and superior market responsiveness compared to traditional management models