Unraveling the interplay of Business Intelligence, Business Analytics, and Big Data: A synergizing approach


  • Abdelhak AIT TOUIL Moulay Ismail University Meknès-Morocco
  • Siham JABRAOUI Hassan II University Casablanca- Morocco


Big Data, Business Analytics, Business Intelligence, Big Data Analytics Process


Organizations are increasingly relying on their ability to process data and extract knowledge that can be used to make decisions. In the literature, terms such as "business intelligence" (BI), "business analytics" (BA), and "big data" (BD) are sometimes used interchangeably and sometimes to refer to different concepts. Experts and scholars find this perplexing. By reviewing the literature and proposing an integrative approach to these concepts, this work hopes to shed light on the interactions and complementarities between BI, BA, and BD.