USING BIG DATA AS A FACTOR IN INCREASING COMPANY COMPETITIVENESS

Abstract

The article is focused on the managerial aspects of the transition to a data-driven business model. Data arrays, in essence, have ceased to be merely an infrastructural resource. Today, they directly form the basis of market superiority. The work attempts to formalize the role of digital capital, including through an expanded production function, and also provides an empirical assessment of the impact of algorithms on the performance indicators of leading economic sectors. A set of applied measures is substantiated: decentralization of IT architecture, institutionalization of local stewards, and the application of the modeling ROI metric.