This paper discusses the application of big data analytics in companies, including its benefits, methodology, and literature review. It explores the competitive advantage provided by utilizing big data in companies, such as reducing costs, saving time, and gaining a better understanding of the market condition. The methodology used is SWOT analysis, analyzing the strengths, weaknesses, opportunities, and threats of big data analytics. The literature review examines the benefits of big data analytics in customer management, marketing insights, risk management, product development, and supply chain management. Overall, big data analytics has a significant role in improving business opportunities and achieving organizational goals.
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