Zeynalzade G.
Nakhchivan State University, lecturer
Nakhchivan, Azerbaijan

Abstract
The integration of big data analytics has significantly influenced business strategy and decision-making processes across industries. This paper examines the multifaceted impact of big data on strategic planning, resource allocation, market insights, and customer experiences. It delves into the role of data-driven decision-making in enhancing operational efficiency and competitive advantage. The study also explores the challenges and opportunities associated with big data adoption, including data governance, privacy concerns, and technological advancements. Through case studies and industry examples, this paper provides insights into how businesses can leverage big data to drive informed decision-making and achieve sustainable growth in today’s dynamic business environment.

 Keywords: big data,business strategy,decision making,data analytics,data-driven decisions,strategic planning,market trends