In the era of big data, companies in all walks of life have to deal with massive amounts of data. Several experts and practitioners have recently emphasized the need to understand how and why Big Data Analytics (BDA) applications become a valuable resource for companies seeking's a competitive advantage.
However, due to the lack of connection between analytical skills and business performance, investing in big data is still a significant challenge, so BDA pays off for some companies but not others. According to a recent survey, many companies spend most of their time analyzing data. Only a tiny portion use big data analytics to predict results and even fewer analytical applications to improve processes and strategies.
Therefore, BDA is not widespread, and few companies benefit from it. To solve this telecommunications problem, and because of the lack of research on this topic, this research focuses on the BDA pillar (BDAP) to gain benefits by increasing revenue and cost savings.
For this research, we use the case study method to adopt a qualitative approach, and the data collection techniques include semi-structured interviews and analysis of files. Delphi technology and in-depth interviews confirmed five key elements that contribute to the sustainability of BDAP and its impact on business performance.
Every government and private sector needs large amounts of data, combined with appropriate organizational resources, technical support, and timing to provide valuable insights and competitive advantages. Recently, some academics and healthcare professionals have expressed interest in understanding the role of big data analytics (BDA) applications in gaining a competitive advantage. In addition, BDA combines multiple functions with a large amount of data and has optimized competitive performance. Although BDA has improved the profitability of some companies, it turns out that increasing investment is complex for other companies because analytical skills and business performance are not separated.
Recent research shows that many companies spend most of their time in data analysis and BDA applications. Therefore, other companies do not use BDA extensively to track performance differences that positively impact their performance. This research focuses on the Big Data Analytics Pillar (BDAP) that addresses BDA challenges in the telecommunications industry. This study adopts qualitative methods, uses case study methods, and collects data through semi-structured interviews and document analysis. Our results confirm that the Big Data Analytics Pillar (BDAP) model consisting of five main pillars and several sub-dimensions is crucial. In addition, Delphi technology and interview results confirmed the key elements that contribute to the sustainability of the BDAP model as a critical dimension that has a significant impact on business performance.