Big Data Analytics and Strategic Decision-Making in Contemporary Organizations

Aoife Brennan

Big Data Analytics and Strategic Decision-Making in Contemporary Organizations

Author(s)	Dr. Aoife Brennan
Country	United States
Abstract	The increasing complexity of contemporary organizational environments has transformed decision-making from a primarily experience-driven activity into a data-intensive strategic process. Organizations now generate and collect massive volumes of structured and unstructured data through enterprise systems, digital platforms, customer interactions, sensors, transactions, and operational processes. Big Data Analytics (BDA) provides advanced capabilities for processing, analyzing, and interpreting these large-scale datasets to support strategic planning, operational optimization, market intelligence, risk assessment, and innovation management. This study examines the role of Big Data Analytics in enhancing strategic decision-making capabilities within contemporary organizations through a simulation-based comparative framework. The research compares four decision architectures: traditional experience-based decision-making, business intelligence-based analytics, Big Data Analytics, and Big Data Analytics integrated with artificial intelligence-supported decision systems. The analytical framework evaluates decision intelligence, predictive capability, responsiveness, strategic agility, and information utilization efficiency. Since verified organizational datasets were not available, the study employs a synthetic simulation framework to demonstrate comparative relationships rather than claim empirical organizational outcomes. The simulated analysis indicates that decision intelligence improves progressively with increasing analytical maturity. The Decision Intelligence Index increased from 62 under traditional decision-making to 74 with business intelligence, 87 with Big Data Analytics, and 93 with Big Data Analytics combined with AI-based decision systems. The findings suggest that Big Data Analytics enables organizations to identify patterns, anticipate future scenarios, optimize resource allocation, and improve evidence-based strategic planning. However, successful adoption depends on data quality, analytical capability, organizational culture, governance mechanisms, cybersecurity, and employee readiness. The study concludes that Big Data Analytics should be viewed not merely as a technological capability but as a strategic organizational resource that transforms information into actionable intelligence.
Keywords	Big Data Analytics; strategic decision-making; business intelligence; predictive analytics; organizational agility; data-driven management; artificial intelligence
Field	Engineering
Published In	Volume 1, Issue 3, May-June 2019
Published On	2019-06-30

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American International Journal of Research and Innovation

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Big Data Analytics and Strategic Decision-Making in Contemporary Organizations

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