BUSINESS INTELLIGENCE IN THE ERA OF BIG DATA: A REVIEW OF ANALYTICAL TOOLS AND COMPETITIVE ADVANTAGE

In the contemporary business landscape, the proliferation of Big Data has revolutionized the way organizations gather, process, and utilize information for strategic decision-making. This paper provides a comprehensive overview of the evolving role of Business Intelligence (BI) in harnessing the potential of Big Data and the subsequent impact on gaining a competitive advantage. The review delves into the arsenal of analytical tools that have emerged to handle the vast volumes of data generated in the digital age. From traditional reporting and querying to advanced analytics, machine learning, and predictive modeling, organizations now have a myriad of options to extract valuable insights from their data…