USING BIG DATA ANALYTICS TO IMPROVE THE EFFICIENCY OF A COMPANY'S BUSINESS PROCESSES IN THE CONTEXT OF DIGITALIZATION

This paper examines the theoretical and practical aspects of using Big Data analytics to improve the efficiency of a company's business processes. It demonstrates that in the digital economy, data is becoming a key strategic resource, providing competitive advantages for enterprises. Big Data analytics enables the processing of large volumes of heterogeneous information and its use to optimize production, logistics, marketing, and management processes. It has been established that the implementation of Big Data contributes to increased operational efficiency, reduced costs, improved management decision-making, and increased customer satisfaction. Of particular importance is the transition to data-driven management, in which decisions are made based on objective data analysis. At the same time, the main challenges of implementing Big Data technologies are identified, including high infrastructure costs, a shortage of qualified specialists, and information security issues. It is concluded that the further development of Big Data analytics is associated with the integration of artificial intelligence, cloud technologies, and digital platforms. Thus, Big Data analytics is an important tool for digital business transformation and a factor in increasing its resilience and competitiveness. Keywords: Big Data, data analytics, digital transformation, business processes, artificial intelligence, data-driven management, machine learning, business analytics, optimization, company competitiveness, digital economy.

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