IMPLICATIONS OF BIG DATA ANALYTICS ON BUSINESS INTELLIGENCE- A CASE STUDY IN UAE

Organizations collect huge amount of data from many sources, social media is one such platform which results in collection of humongous data which should be used for business intelligence purposes. This study helped us to understand the role of big data analytics for business intelligence in context of UAE. As this is an exploratory research, data collection and analysis was done by qualitative approach. Semi structured questionnaire is developed and approximately 12 interviews were conducted with Senior Management, Business Mangers and IT professionals from retail and service industry. Data was analyzed by content analysis techniques. The study helps in understanding the role of Big Data Analytics on BI and have significant impact on processes and strategies to optimize the benefits for generating business value.