IMPACT OF BIG DATA ANALYTICS ON DECISION MAKING AND ORGANIZATIONAL PERFORMANCE

While big data analytics is being increasingly used to gain data-driven insights to support decision-making, little research exists regarding the impact of Big Data Analytics on decision-making and effectiveness of decisions on organizational performance. Drawing on the information processing view and survey based ratings; this paper develops a research model linking Big Data Analytics to organizational decision-making effectiveness and performance of organizations in manufacturing sector of Republic of Uganda. Study uses the Simon’s decision making theory to lens the intellectuals of big data analytics and decision making. Paper aims to correlate BDA with decision making of an organization and aims to observe the level of impact of BDA on decision making. For the purpose manufacturing industry of Republic of Uganda has been selected. Data collection will be based on self-made questionnaire. Statistical treatment of the data finds that Big Data Analytics positively influences the decision making capabilities and effectiveness of organization. The findings also demonstrate that the paths from Big Data analytics to decision-making effectiveness have no statistical differences between large corporations and medium sized enterprises. Our findings contribute to managers’ knowledge and understanding by demonstrating how decisions can be more effective using Big Data Analytics