USING BIG DATA TECHNOLOGIES TO IMPROVE THE EFFICIENCY OF MANAGEMENT DECISIONS

Abstract

The author's focus is on assessing the real economic effect of integrating Big Data tools based on theoretical principles and empirical experience of domestic market leaders (Sberbank PJSC, X5 Group). Through the analysis, the high monetization of information assets is confirmed (from thorough optimization of credit scoring to dynamic pricing and assortment matrix management). Meanwhile, the widespread implementation of such innovations exposes serious institutional barriers. The disunity of corporate databases, an acute shortage of qualified data engineers, combined with unresolved legal dilemmas regarding the responsibility of software agents, require a conceptual revision of the IT infrastructure. As a solution, a transition to decentralized metrics, the deployment of multimodal data factories, and a targeted increase in the algorithmic literacy of top management are proposed. It is noted that the close symbiosis of management expertise and machine intelligence is being established as a basic criterion for the viability of large businesses.