The text presents a comprehensive examination of how data-driven approaches are reshaping business functions across marketing, finance, and human resource management. It provides valuable insights into the practical applications, emerging technologies, and strategic implications of Big Data Analytics (BDA) in today’s dynamic business environment. This book:Offers a strong foundation in the principles and practices of big data analytics and their application in diverse managerial functions such as operations, marketing, finance, and human resources. Showcases industry-based problem-solving frameworks to demonstrate how big data analytics can be applied in real-time to solve challenges. Presents decision models using statistical tools (e.g., regression, clustering, classification) and optimization techniques for framing policies in dynamic and uncertain business environments. Explains how analytics help organizations assess their readiness, align analytics with business KPIs, and ensure measurable returns on data initiatives. Introduces tools such as machine learning algorithms, artificial intelligence techniques, data mining, and statistical modelling through business scenarios. It is primarily written for senior undergraduates, graduate students, and academic researchers in engineering management, electrical engineering, intelligent systems, industrial engineering, operations research, and supply chain management.
