The importance of big data and its effects of business performance

Big data is an area that addresses ways of analyzing data sets that are too large or complex to be handled by traditional data processing software, systematically gathering information or otherwise solving them.In today's world, there is no area where data transfer is absent, and the process of deriving value from the data produced is a new discovery for businesses. In the process of obtaining structured data from unstructured data, enterprises take a position to shape their growth processes and their competitive strategies according to competing companies. At this point, data analysis of the enterprise by using big data systems will enable it to gain a competitive advantage over other enterprises strategically and it will be positive to reflect this on the performance of the enterprise. Therefore, data is a great power for businesses and it is important for businesses to use this power correctly. In this context, the aim of this study is to reveal the importance of big data applications for enterprises and their effects on business performance.For this purpose, interviews were conducted with senior executives of different enterprises operating in Turkey and abroad using big data within the framework of the interview form formed in line with previous studies on the subject. According to the results, the biggest effect of the big data on the enterprises is customer analysis and product development. According to the research findings, companies that use big data are innovative, technologically open to development, providing quality services in a manner that respects customer satisfaction and profit margin. Keywords: Big data, data science, data analytics, ınformation technology, business.