Big Data Analytics: Opportunities And Challenges For Decision-Making Processes

The rapid growth of digital technologies and the increasing volume of data generated byorganizations have led to the emergence of Big Data Analytics as a critical tool for decision-making processes.Big Data Analytics enables organizations to extract valuable insights from structured and unstructured data,improve operational efficiency, enhance strategic planning, and gain competitive advantages. This study aims toexamine the opportunities and challenges associated with Big Data Analytics in organizational decision-making.The research methodology is based on a systematic review of scientific literature, comparative analysis ofanalytical frameworks, and evaluation of empirical studies related to data-driven decision-making. The findingsindicate that Big Data Analytics significantly improves decision quality, forecasting accuracy, and organizationalperformance. However, challenges such as data quality issues, privacy concerns, infrastructure costs, andskill shortages continue to hinder effective implementation. The study concludes that successful utilization ofBig Data Analytics requires robust data governance, advanced analytical tools, and the development of dataliteracy within organizations.