The Role of Big Data in the Business Performance

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The Role of Big Data in the Business Performance Executive Summary Every sector of the global economy is characterized by an increase in the rate of flow of data. Business companies generate data from their customers, business partners, suppliers, and even competitors. These occur from various sources worldwide including mobile phones, social network sites, websites and sensors that are fixed in industrial machines. The growing volume of multimedia contents across nations also contributes to the huge amounts of this big data. All this data that is obtained from various technological devices and that is useful to business companies is what is known as the big data. Business organizations can leverage big data to add value to their businesses, especially if they design and apply effective data management platforms. However, many organizations lack knowledge on how big data can be used to add value to business. Leaders of these organizations need to be educated on how big data can help solve business problems and to address the needs of business users. There are several ways through which big data and data management platforms can be used to create value in all sectors of the economy in the international market. Data management platforms allow marketers to make innovations, increase productivity and exercise growth by knowing the correct audience to capture. This explains why it is important for those organizations that have not realized the usefulness of big data to begin utilizing it with an immediate effect. It is therefore possible for marketers to leverage their big data and data management platforms to enhance performance. For marketers to be able to add value to their businesses using big data and data management platforms, they must strive to design technologies that will enable them to collect the data, organize it, process it, visualize it, and
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