INTEGRATING BUSINESS INTELLIGENCE AND BIG DATA ANALYTICS: A STRATEGIC APPROACH FOR ENHANCING ORGANIZATIONAL DECISION-MAKING

Abstract

Organizations across different businesses are constantly looking for imaginative ways of utilizing their immense information assets to acquire upper hands, upgrade functional proficiency, and drive development. The main objective of the study is to find the integrating business intelligence and big data analytics as a strategic approach for enhancing organizational decision-making. By using this approach, we study the case of an organization that successfully integrated Business Intelligence (BI) and Big Data Analytics to drive data-driven decision-making. Netflix, the world's leading streaming entertainment service, has revolutionized the way people consume content. With millions of subscribers globally, Netflix produces and distributes a vast library of movies, TV series, and documentaries. The integration of BI and Big Data Analytics has yielded remarkable results for Netflix. By providing personalized recommendations, Netflix keeps users engaged and reduces churn rates. Hits like "Stranger Things" and "The Crown" were born from data-driven insights, ensuring that the content resonates with the audience. Operational efficiency improvements lead to cost savings in maintaining and expanding the streaming platform. It is concluded that, the integration of BI and BDA emerges as a strategic imperative for organizations seeking to enhance their decision-making capabilities. The reported benefits in decision quality, competitive advantage, and revenue growth demonstrate the tangible value of these technologies.