THE EMERGING ROLE OF BIG DATA ANALYTICS ON SUPPLY CHAIN MANAGEMENT

MANAGEMENT

The use of big data analytics, also known as BDA, is becoming more essential in the domain of supply chain management (SCM), which is acquiring substantial significance overall. This assertion is supported by the data that BDA demonstrates versatility, which makes it appropriate for use in a wide variety of processing operations associated with supply chain management (SCM). This category has a wide reach, including a diverse range of jobs. These vocations include trend analysis, demand forecast, and consumer behaviour assessment, among others. This comprehensive literature review has three primary objectives: to classify the different uses of predictive big data analytics (BDA) in supply chain demand forecasting, to identify specific areas that need further investigation, and to propose potential directions for future research. In the current economic climate, many firms have used several marketing techniques to sustain or enhance their profit margins and gain a competitive edge. Predictive models are essential in precision marketing, a field focused on understanding and meeting customer requests more efficiently. The analysis of consumer preferences and consumption patterns via the examination of transaction records and customer data is gaining more attention and importance due to this phenomena. Implementing this strategy guarantees the efficient administration of goods supply networks.

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