The power of big data analytics: how organizations are leveraging data-driven insights to make smarter decisions and drive innovation | [International Journal of Communication Networks and Information Security • 2024]

Author(s):

1. V. Sudarsan Rao: Dept. of Computer Sci. and Engineering, Sri Chaitanya Institute of Tech. and Research,Khammam, Khammam, (T.S)-,India

2. N. Satyanarayana: Dept. of Computer Sci. and Engineering, TKR College of Engineering and Technology,Hyderabad, (T.S)-,India

Abstract:

This research aims at determining the role that organizations play in the utilization of big data analysis to improve decision making ad foster innovation in different sectors. Therefore, this study examines how the quantitative methods including clustering, regression, and neural network analyses as well as decision tree support the use of big data in improving the operational and strategic performance in organisations. As can be observed from the results obtained the use of the neural networks yielded a high accuracy of 92% compared to that of the decision trees with 87% and regression model with 85% accuracy. Traditional decision-making techniques and the clustering algorithms performed well for segmenting customer data with an accuracy of 89 %, enabling targeted marketing communication. To support this argument, this research concerns itself with a comparison with studies that have been conducted before to identify that the application of big data analytics enables the redesign of decision-making processes and the promotion of innovation. However, the study also reveals some of the limitations, including data privacy issues and shortage of experienced people to work on big data analytics that ought to be dealt with to realize the full potential of big data analytics. They lead to insistence on establishment of data literate organizations and technological support systems to support organizational competiveness in current world.

Page(s): 212-223

DOI: DOI not available

Published: Journal: International Journal of Communication Networks and Information Security, Volume: 16, Issue: 5, Year: 2024

Keywords:

Clustering , Innovation , Big Data Analytics , Networks

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