Role of big data analytics in managing and orienting media organizations; Case study - Arabic media organization in Istanbul

In this thesis a discussion about the role of Big Data analytics results in managing and orienting media organizations is been conducted, in the last decade a new term appeared on the surface of technology and business world "Big Data", Leading organizations and companies in various sectors of technology and business have begun to take an interest in this term and research to benefit more from it in developing their business and decision making process, at the end of last century business field by its organizations and leaders was the first to invest and motivate scientist to improve and develop the internet, because they believed that the internet will increase their opportunities in the business world, nowadays the same leaders and organizations mentality are motivating and pushing up scientist to improve and develop Big Data analytics, more talks in recent years about AI (artificial intelligent) IOT (internet of thing) ML (machine learning) and more new terms like CHATBOTS that will lead business for a new era. This data revolution gives many opportunities for managers and decision-makers, at the same time they face the challenges of dealing with the data expanding, so the relation between Big Data and orienting and leading organization is one of the most important topics to be studied and discussed these days. The study focused on managing and directing organizations and decision making depending on the Big Data analytics especially in media industry organizations, for this purpose Arabic media organizations have been chosen, two news platform (press) and two TV channels, four of them have offices in Istanbul, there main followers and audience is Arabs in the Arabic world. The media industry identified in general and concentrate on management process in that industry, what is the main decisions usually made by the managers and decision makers? and how could Big Data affect those decisions like hiring employees, budgeting changes, focusing on specific subjects,and making some readers personas to write for them, data gathered from social media accounts and the main website for media organizations is the main source of data in this study, in some cases the analytics and the results need to take in consideration few public data like population, also some online analytic tools and software's that used by the organizations to analyze data taking into consideration the analytic tools by social media platforms itself. As a conclusion the study argues that there is an increasing role of using analytics results to improve decision making in media organizations, but it's still not the main factor in decision making process, also the intuition and experience is very basic features for decision making and still the main factor of decision making, but if the facts and insights using Big Data analysis added, the decision maker will increase the accuracy of his decisions. The study indicates the important effect of the Big Data in guiding the decisions of organizations and their positive role in the development of production and increase the efficiency and profits of these organizations. Keywords: Big Data, analysis, internet, social media, management, decision making, AI, IOT, ML.