BIG DATA: TRANSFORMING BUSINESS INTELLIGENCE AND DECISION-MAKING IN THE DIGITAL ERA

Big Data refers to large volume of data generated from various sources at high velocity and variety, which traditional data-processing software cannot manage. This paper explores the definition, characteristics, and applications of Big Data in business intelligence and commerce. It looks at the role of technologies such as Hadoop, Spark, and machine learning in using Big Data for predictive analytics and strategic decision-making. Contemporary issues related to data privacy, governance, and ethical considerations are also discussed. The paper concludes with future trends in Big Data and its impact on global commerce.