Analysis of financial impact of big data on companies

Big data, which is defined as data with high volume, speed and variety that needs a certain technological infrastructure and analytical methods to be processed and create value, has become more complex with the increase in the number of equipment and people connected to the network day by day. In addition to creating a competitive advantage for companies, big data analysis, which benefits companies at many stages of the value chain such as finance, accounting and auditing, is becoming more accessible with the developing technological infrastructure and software. In addition to the basic features of big data, one of the aims of this study is to examine the financial benefit expected from it in practice. Mobile telecommunication operator Turkcell, one of the companies with the highest data generation capacity in Turkey, uses big data analytics both for its own activities and offers it as a service to its customers. In the light of these evaluations, the financial statements of Turkcell, which has 37.5 million of the number of mobile subscribers in Turkey, which was 90 million at the end of 2022, covering the years 2003-2022, were analyzed and the financial results obtained by Turkcell using big data were investigated. As a result of the analyses done in the study, it was seen that there was a significant decrease in marketing, sales and distribution expenses from Turkcell's operating expenses. It has been evaluated that Turkcell, which has not experienced any contraction in terms of the number of personnel, etc., and has increased its sales over the years, has reached the financial efficiency in question due to the usage of big data. Finally, in order to conduct a study on how the use of big data reflects on the financial data of companies, econometric analysis was carried out by constructing two separate models for two separate groups of S&P500 companies that use and do not use big data. Financial ratios covering 82 quarters from 2003q1 to 2023q2 for 10 S&P500 companies that use big data and 10 S&P500 companies that do not use big data have been analyzed to see the impact on stock prices. The effect of profitability ratio, financial leverage, activity ratio, liquidity ratio, beta value and company size on the stock prices of the examined companies were analyzed through panel data analysis method. As a result of the econometric analysis, it has been observed that profitability ratio, activity ratio and company size have significant positive effects on the stock prices in both groups. The biggest distinction between companies that use big data and those that do not use big data was about beta value and financial leverage. The beta value, which does not have any effect on the stock price of companies that do not use big data, has a significant negative effect on the stock price of companies using big data. While the financial leverage does not have any effect on the stock price of companies that use big data, it has been observed that it has a significant positive effect on the stock price of companies that do not use big data.