• OMER ABDULLAH
• MOHD YOUSUF

In the era of the fourth industrial revolution (Industry 4.0), big data has major impact on businesses, since the revolution of networks, platforms, people and digital technology have changed the determinants of firms’ innovation and competitiveness. An ongoing huge hype for big data has been gained from academics and professionals, since big data analytics leads to valuable knowledge and promotion of innovative activity of enterprises and organizations, transforming economies in local, national and international level. In that context, data science is defined as the collection of fundamental principles that promote information and knowledge gaining from data. The techniques and applications that are used help to analyze critical data to support organizations in understanding their environment and in taking better decisions on time. Nowadays, the tremendous increase of data through the Internet of Things (continuous increase of connected devices, sensors and smartphones) has contributed to the rise of a “data-driven” era, where big data analytics are used in every sector (agriculture, health, energy and infrastructure, economics and insurance, sports, food and transportation) and every world economy. The growing expansion of available data is a recognized trend worldwide, while valuable knowledge arising from the information come from data analysis processes. In that context, the bulk of organizations are collecting, storing and analyzing data for strategic business decisions leading to valuable knowledge. The ability to manage, analyze and act on data (“data-driven decision systems”) is very important to organizations and is characterized as a significant asset. A huge repository of terabytes of data is generated each day from modern information systems and digital technologies such as Internet of Things and cloud computing. Analysis of these massive data requires a lot of efforts at multiple levels to extract knowledge for decision making. Therefore, big data analysis is a current area of research and development. The basic objective of this paper is to explore the potential impact of big data Prospects, Challenges, and Applications .

Big data ⋅ Big data analytics ⋅ Performance ⋅ Enterprises Knowledge management ⋅ Internet of things (IoT)

"Big Data Analytics: Prospects, Challenges, and Applications", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.10, Issue 11, page no.a57-a65, November-2023, Available :http://www.jetir.org/papers/JETIR2311008.pdf

"Big Data Analytics: Prospects, Challenges, and Applications", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.10, Issue 11, page no. ppa57-a65, November-2023, Available at : http://www.jetir.org/papers/JETIR2311008.pdf