Big Data Analytics as Promising Tool for Business Development in the Context of Digitalization

The contribution investigates a concept of the big data analytics process, which is a relevant tool for managing business development nowadays and can significantly increase not only the efficiency and profitability of business activities, but also raise its digitalization level. That is especially important in modern economic conditions. Characteristics and specific features of big data have been studied by the authors, and the importance of integrating the concept of big data and digital analytics in general as part of modernization of business processes has been revealed. The main technological trends in the field of big data analytics are identified, and statistics of the most commonly used digital tools for big data analytics are provided. The main advantages of using big data analytics as a tool for business development in the context of digitalization are considered, and the most significant risks of using this tool are also determined in the framework of this research.