Impact of Big Data on Business

This assignment delves into the profound impact of big data on modern business operations. It examines various applications of big data across different sectors, highlighting its potential to enhance efficiency, drive innovation, and improve decision-making. The discussion also acknowledges the challenges associated with big data, such as privacy concerns, data security, and the need for skilled professionals. Finally, the assignment provides insights into future trends and developments in the field of big data analytics.

Running head: BIG DATA AND ITS BUSINESS IMPACTS
Big Data And its Business Impacts
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1BIG DATA AND ITS BUSINESS IMPACTS
Abstract
The big data analytics can make significant impacts on the business performance of the
enterprises. Very little research has been conducted on the implications of big data analytics
for the business intelligence and the business value. The research study has been made to fill
in the gaps in knowledge by effective implications of big data analytics on business value and
business intelligence for the data accumulated from the Social Media channels in the United
States. Based on the exploratory nature of the research, the research study adopts the
qualitative research to collect data and analyse. A robust semi-structure questionnaire has
been built for carrying out the research. Twenty questions have been planned to carry out
with the respondents like the IT consultants, Senior managers and IT managers. The data
collected from the survey will be analysed using the software NVivo to identify issues and
challenges for creating value via big data analytics for the business intelligence purposes. The
big data analytics can prove to be useful to acquire and manage large chunks of data of the
social media. In this way, the social media channels can get benefited via business value.

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Table of Contents
1. Introduction............................................................................................................................4
Research questions.................................................................................................................5
2. Literature review....................................................................................................................6
2.1. Business Intelligence and Business Value......................................................................6
2.2. Big Data..........................................................................................................................6
2.3. The impact of Big Data in enhancing business value.....................................................7
2.4. Challenges of Big Data analytics....................................................................................8
3. Research Methodology...........................................................................................................9
4. Questionnaire development and Data collection..................................................................10
5. Limitations and Future direction..........................................................................................11
6. Conclusion............................................................................................................................12
7. References............................................................................................................................13

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1. Introduction
Business Intelligence and the Business value is the methodology that helps
appropriate usage of data for conducting everyday business activities in an efficient manner.
The BI and the business value assists in improving the overall business activities (John
Walker, 2014). The business value also helps in identifying the risks involved as well as the
potential data threats. Thus overall business insights can be known by following an
appropriate business methodology.
The advent of internet technologies has facilitated the accumulation of large volume
of data from varied sources and thus creating new opportunities and challenges for business
intelligence as well as business value (Wamba et al., 2015). The enterprises can now handle
large data and complicated data with the aid of internet technology and the concept is known
as the ‘Big Data’.
This data contains unstructured and structured, simple and complicated information
(Groves et al., 2016). Wal-Mart has the capability to manage above one million transactions
every hour. Twitter posts about five hundred million transactions per day. The usage of
YouTube, Twitter as well as Weibo generally contributed about ninety percent of the data
currently available in recent times.
This research methodology will focus the concept of big data analysts and its impact
on the business intelligence and business values for collecting data from the social media
sources. Researches have been done for the business values focusing on the research, on the
technical problems associated and the possible solutions for the problems incurred. However,
no practical implications for business value have not been implemented so far. The following
research study will focus on the practical implications of the big data on to business

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intelligence and business value so that the business of the enterprises can be embellished
further.
Research questions
i. What are the significances of big data analytics on business intelligence and business
values especially for accumulating data from the social media sources?
ii. What are the future directions for effective big data analytics usage for enriching business
activities?
2. Literature review
2.1. Business Intelligence and Business Value
The Business Intelligence is the methodology for effective usage of the data acquired.
The concept of business intelligence involves a wide range of areas like the customer
intelligence, market intelligence, product intelligence and the competitor intelligence thus
elaborately all these concepts aid in furnishing the business activities of the enterprises
(Loebbecke & Picot, 2015). The business intelligence has thus become helpful in acquiring
much faster and appropriate reporting. The data collected by means of social media can be
helpful in business decision making and enhanced customer service.
The Business Value is an informal way of including all forms of value the assists in
detecting the well-being of the business firms and the business activities of the business firms
in the long run (Groves et al., 2016). The Business Value includes the customer value,
channel partner value, societal value as well as the managerial value.
2.2. Big Data
Big Data involves the following attributes like the velocity, volume and the variety.
Al these attributes signify the huge data volume and varied data generation value. The

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enterprises with the aid of big data analytics can get an overview of all the business activities
of their premises (Kwon, Lee & Shin, 2014). In case of data variety, the customer interaction,
inventory monitoring, advertisement, customer wish list and customers’ demands and their
preference can be analysed with the assistance of big data. In case of velocity, the big data
analytics can help to facilitate the real-time access, the big data also helps information
sharing via enhanced decision making.
2.3. The impact of Big Data in enhancing business value
The big data analytics helps the enterprises to make use of the big data effectively to
enhance the customer satisfaction, it also helps in managing the important business tasks
undergoing within the enterprises. The enterprises can take important decisions and can
optimize the business activities according to the important decisions taken. Because of the
data analytics, a retailer can increase his productivity as well as the market share of the
company (Chang, Kauffman & Kwon, 2014). In this way, the retailer can compete with his
rivals and on the other hand, he can exploit the customer data well. The retailer can be aware
of the customers’ data, customers’ wish list and demands.
The big data has multiple benefits- the employees as well the managers working in
particular enterprise by adopting the big data technology can get an overview of all the
business activities of the enterprise. Secondly, the big data enhances the performance of the
business activities, brings more accuracy to the solutions (De Mauro, Greco & Grimaldi,
2015). Thirdly, it helps in identifying and meeting the actual needs of the customers.
Fourthly, the big data helps in decision making so the administrative body can take the right
decision. Fifthly, the big data helps in exploring the business models, products as well as
services.

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The big data concept also aids the supply chain to create new products and it assists
the organisations to work collaboratively, this can help them to achieve cost-effective
services (Chen, Mao & Liu, 2014). The enterprises those who want to take up the big data for
their business must focus on reducing the data variety and the equivocality. Thus the big data
analytics can help to minimize the possible gaps within (Davenport, 2014). The organisations
must effectively use the big data analytics for the leveraging large chunk of data in audio,
video and unstructured text.
2.4. Challenges of Big Data analytics
The big data can help the companies to achieve competitive advantage. Besides all
positive aspects and advantages, the big data analytics has certain negative impacts and they
are highlighted in the research study as well (George, Haas & Pentland, 2014). The
challenges associated with the big data analytics is the lack of intelligent big data sources, the
non-availability of network resources for deploying the suitable programs for the data
analysis. Also, the absence of scalable real-time analytics capabilities can be a serious
challenge to the enterprises.
The data privacy, as well as the security, can be a serious challenge for the
enterprises. The hackers or the attackers can attack the system and hack the vital information
of the enterprises, the companies or the enterprises can face huge loss as a result of this
(Tambe, 2014). Moreover, the big data is a relatively new concept in the market and that is
why the big data access and usage have no specific restrictions, as well as the big data, has no
regulations, everybody can use it for their will and can cause harm to the big data storage and
the public.
Expensive software is required for the usage of the effective big data analytics. Thus
this can be a serious challenge for the enterprises those who want to adopt the big data for

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good. The enterprises require configuring huge computational infrastructure to carry on the
big data analytics (Chen, Mao & Liu, 2014). The companies or the enterprises those who
want to adopt the big data will have to heavy expenses for the smooth functioning of the
enterprises.
There is also a challenge associated with the big data, the challenge is here to
establish protocols that can restrict the unauthorized use of data, unauthorized access to the
people. The illegal copy of the data must be restricted (Erevelles, Fukawa & Swayne, 2016).
Only the admins should be given the permission of accessing the sensitive data or the
financial data of the companies and the enterprises.
Another kind of challenge the enterprise can face is that the network bandwidth. The
network speed must be proficient enough to provide efficient service. The network buffering
can cause disruption to the service. The employees can face difficulty while accessing the
database (Schmarzo, 2013). There are no specific rules and regulations for the big data right
now, that is why the magnetic drives’ storage capacity cannot be determined.
3. Research Methodology
The research study has conducted a semi-structured interview for the data collection.
The method is chosen for only two reasons. Firstly, the two-way communication during the
interview will assist in acquiring detailed data and in-depth data about the impact of big data
on business intelligence and on business value (Groves et al., 2016). Secondly, the method
will help to ask questions outside the semi-structured questionnaire design, data analysis,
report writing as well as the data collection.
The data collection will contain all around thirty-six interviews from varied business
backgrounds. The respondents will be from the IT managers, IT consultants and the Chief

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Information Officers (CIOs), Senior managers, IT consultants and the IT Directors. The
respondents must be knowledgeable about the Business value and the Business Intelligence.
They also must be aware of the latest big data trends. The interviewees’ data must be
recorded taking the permission of the interviewees (Lee, Kao & Yang, 2014). The interviews
will be carried out in the United States and the respondents will speak English. All the data of
the interviews will be recorded and will be documented.
The data collected from the research methodology will be analysed using the NVivo
11 software (latest version). This software can act as an effective tool for acquiring
qualitative data. Two coding cycles will be incorporated in the analysis process to enable new
findings from the data (Dubey et al., 2016). Now focusing on the contents, the answers will
be set to multiple themes. The participants’ work experience, age group and the occupation
should be considered in the analysis process. The IT consultants, as well as the IT managers,
can have multiple opinions on big data and business value and business intelligence (Lee,
Kao & Yang, 2014). Thus these factors should be carefully handled in the analysis process to
get deeper insights with respect to proposed research questions.
4. Questionnaire development and Data collection
A literature review has been carried out to recognize the important issues that can
prove to be helpful for answering the research questions. The literature analysis will help in
detecting multiple issues associated. The issues have helped to raise a couple of questions.
These also incorporate the usage of Big Data analytics for developing varied online
marketing strategies. Also, the integration of social media with the real-time sales data can be
helpful to detect the impact of a marketing campaign on the customer sentiment and
customers’ purchasing behaviour. The big data also helps in detecting the opinion leaders
who can set the marketing strategies (Kshetri, 2014). The big data also helps to analyse the

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social network and by analyzing the social network the organisations or the enterprises can
know the obstacles or the challenges residing within the business activities. Analysing the
social network the enterprises can know the customer wish list and in this way, the big data
helps them to set data accordingly (Groves et al., 2016). The big data analysation of social
media can be helpful to develop new products as well as new models, this can increase the
sales opportunities of the enterprises.
The questionnaire basically consists of two sections. The first section collects
interviewees’ details like the title, interviewees’ organization size, interviewees’ enterprise
type and the industry type (Dubey et al., 2016). The second part includes two questionnaires
which will include twenty questions, the twenty questions will be based on the issues faced
while implementing the Big Data analytics on the business intelligence and business value.
The data accumulation is currently going on, the research study will be carried out
face to face and via online interviews over the Skype and other related Social Media
communication channels.
5. Limitations and Future direction
The research study has multiple limitations too. At first, the qualitative data collection
has multiple advantages and it has certain limitations as well. The number of respondents is
limited in numbers and the location of all the associate respondents are not able to cover all
the regions of the United States (Lee, Kao & Yang, 2014). Therefore, it can be concluded that
the research can get improved with the accumulation of more data in mere future. Secondly,
the exploratory story, generalization of results can be done cautiously.
Thirdly, the research study opens new direction and new opportunities for enhanced
research. The industry respondents are responsible to carry out the future research to explore

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varied options and patterns about the research (Chen, Mao & Liu, 2014). The outcomes of the
research study can be extended by interviewing more and more respondents as well as senior
administrators or managers. The further research can be helpful to understand the patterns in
big data from varied social media channels and those patterns can create impacts on the
enterprises’ business performance as well as the enterprises’ decision-making procedures
(Davenport, 2014). The data collected from varied Social Media channels can be viewed and
contrasted with the aid of big data analytics and the business value and the business
productivity can get furnished. The outcomes of the qualitative study can get embellished by
a follow-up quantitative cross-section survey-based studies to assist generalize the findings.
6. Conclusion
The big data analytics can offer multiple opportunities to embellish the business value
and business productivity. There are many benefits associated with big data analytics. The
main benefits that the big data analytics offer is the decision-making capabilities. The
enterprises can improve their decision-making capabilities. The enterprises can enhance
faster decision making, can help the enterprises to know the customers’ wish lists and
demands. The big data can be really helpful to build strategies for the enterprises that can
provide better customer service. The new market trends can bed really helpful for the
enterprises. The inventory turnovers can be enhanced with the aid of big data analytics. The
big data analytics can be helpful in reducing the customer complaints, the big data can assist
the employees of the enterprises. The employees can work efficiently, can deliver their best
and can finish tasks within the deadline with the assistance of big data analytics. The work in
the office premises can be error free due to the impact of the big data. The research study has
explored various implications of big data on the business carried out in the United States and
how the business intelligence, as well as the business value, can get embellished has been

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highlighted in the research study. Social Media in the United States and the online business in
the United States have grown significantly over the last few years. The research study has
showcased on how the data should be collected and how data collected via these channels can
be appropriately utilized for improving the business of the enterprises.

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7. References
Chang, R. M., Kauffman, R. J., & Kwon, Y. (2014). Understanding the paradigm shift to
computational social science in the presence of big data. Decision Support Systems, 63, 67-
80.
Chen, M., Mao, S., & Liu, Y. (2014). Big data: A survey. Mobile Networks and
Applications, 19(2), 171-209.
Davenport, T. (2014). Big data at work: dispelling the myths, uncovering the opportunities.
harvard Business review Press.
De Mauro, A., Greco, M., & Grimaldi, M. (2015, February). What is big data? A consensual
definition and a review of key research topics. In AIP conference proceedings (Vol. 1644,
No. 1, pp. 97-104). AIP.
Dubey, R., Gunasekaran, A., Childe, S. J., Wamba, S. F., & Papadopoulos, T. (2016). The
impact of big data on world-class sustainable manufacturing. The International Journal of
Advanced Manufacturing Technology, 84(1-4), 631-645.
Erevelles, S., Fukawa, N., & Swayne, L. (2016). Big Data consumer analytics and the
transformation of marketing. Journal of Business Research, 69(2), 897-904.
George, G., Haas, M. R., & Pentland, A. (2014). Big data and management. Academy of
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Groves, P., Kayyali, B., Knott, D., & Kuiken, S. V. (2016). The'big data'revolution in
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John Walker, S. (2014). Big data: A revolution that will transform how we live, work, and
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Kshetri, N. (2014). Big data׳ s impact on privacy, security and consumer
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Loebbecke, C., & Picot, A. (2015). Reflections on societal and business model transformation
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Schmarzo, B. (2013). Big Data: Understanding how data powers big business. John Wiley &
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