Big Data Analitika dhe Integrimi i Inteligjencës së Biznesit

Abstract

In today's digital era, enterprises are faced with an extraordinary volume of structured and unstructured data generated from various sources, such as digital transactions, social networks, mobile devices, and automated systems. This exponential growth of data has driven the development of two essential fields: Big Data Analytics and Business Intelligence (BI). When strategically integrated, these two concepts enable informed decision-making, operational optimization, and the creation of personalized customer experiences. This thesis analyzes the fundamental principles of Big Data and BI, the technological tools that support them, and their practical applications across various sectors such as finance, marketing, healthcare, and transportation. Furthermore, the study examines the case of Gjirafa.com, an innovative platform in the Balkans, which has successfully implemented analytical approaches to enhance its performance and competitiveness in the digital market. Through a combination of theoretical analysis and empirical methodology, the thesis highlights that integrating Big Data and BI not only increases operational efficiency but also contributes to revenue growth, improved customer experience, and support for sustainable development. The thesis also presents recommendations for best practices and emerging trends in this evolving field.