APPLICATION OF BIG TECHNOLOGY IN INVESTMENT ACTIVITY

Abstract

The digital conditions of global economic development are accompanied by a growing volume of information interaction among investment activity participants. As a result, a significant array of diverse data requires processing, which cannot be effectively handled using traditional methods; therefore, the application of Big Data technologies becomes essential. Big Data enables the systematic analysis of large volumes of information in real time for the purpose of developing, selecting, and making well-grounded managerial decisions, particularly in the investment sphere. Effective investment activity is typically a complex economic process that requires consideration of high-quality data from a wide range of information sources in order to assess capital investment opportunities. Consequently, the use of Big Data allows investors to evaluate the investment environment by encompassing both macro- and micro-level analyses, thereby minimizing risks. The study employs the following research methods: generalization, comparative analysis, graphical method, grouping, and systematization. The article examines the application of Big Data in investment activity and explores the essence of the “Big Data” concept. Based on the conducted research, the key characteristics of this technology are identified, reflecting its role in the information support of investment activities through the processing of large-scale data sets. In addition, the core aspects of implementing economic decision-making processes based on Big Data are outlined. As a result, a sequence of stages for applying Big Data in investment decision-making is proposed, including the informational, preparatory-analytical, result-oriented, and monitoring and adjustment stages. Furthermore, the study focuses on the main directions of Big Data application in investment activity, namely: information and analytical support for investment decision-making, the formation of personalized investment strategies based on Big Data, and risk management in the investment process. The research findings confirm that the implementation of Big Data technologies in investment activity contributes to reducing uncertainty, improving forecasting accuracy, and creating competitive advantages in a dynamic economic environment.