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 reservoirs. This paper investigates the efficiency, scalability, and adaptability of these tools in the context of Big Data, emphasizing their role in transforming raw data into actionable intelligence. Furthermore, the paper explores how the integration of BI and Big Data analytics contributes to the development of a competitive edge for businesses. The ability to harness insights from diverse data sources provides organizations with a holistic view of market trends, consumer behavior, and operational efficiency. This, in turn, empowers decision-makers to make informed and timely choices, enhancing overall organizational agility and responsiveness to market dynamics. The study also highlights the challenges associated with implementing BI in the era of Big Data, including issues related to data quality, security, and the need for skilled professionals. Effective solutions to these challenges are discussed, emphasizing the importance of a robust data governance framework and continuous investment in talent development. This paper underscores the pivotal role of Business Intelligence in leveraging the potential of Big Data for gaining a competitive advantage. As organizations navigate the complexities of the modern business landscape, the judicious use of analytical tools and the integration of BI with Big Data analytics stand as key drivers for informed decision-making and sustainable success. Keywords: Business Intelligence, Big Data, Analytical Tool, Business, AI, Review.