Paper Title
LEVERAGING COMPLEX BIG DATA FOR STRATEGIC DECISION-MAKING IN FUTURE ENTERPRISES

Abstract
Incorporation of diverse and detailed big data in business planning is thereby shifting the paradigm of future organizations. These insights have caused data to increase in its volume, velocity and variety hence necessitating the use of advanced analytics and artificial intelligence (AI) for organizational use. In this particular abstract, an effort has been made to establish the significance of big data to attain and sustain competitive advantage through big data analytics for better and superior decisions and decision making process, cost effective operations and innovations. Big data can be put into proper use by combining them into business strategies on the basis of analysing market trends, distribution of resources and accumulating customer data for improvement. It also enables constructive creation of models on how to make decision at the right time in volatile contexts. However, there is always conflict when it comes to working with large data types of analytics. Issues regarding the protection of data, the increasing focus on the development of effective data management policies and effective integration of various sources of data need much attention. Also, it is essential to notice that there are certain opportunities and threats for enterprises associated with the contemporary development of big data technologies. Thus, this study establishes the significant contextual factors pertinent to big data including, the need to balance big data goals with organisational objectives, training talent and the proper use of data. Using the important trends and technologies, which are predicted to come in the future, this abstract unveils the ways the future enterprises are to address the challenges and take advantage of the big data opportunities in the context of the sustainable development of the enterprises, innovation, and sustainable growth in the future data-driven world. Keywords - Big Data, Strategic Decision-Making, Analytics, AI, Innovation