The impact of Big Data Analytics in Developing Strategic Performance using Balanced Scorecard: A Field Study in Egypt

This study aims to clarify and investigate the effect of Big Data Analytics (BDA) in developing the Strategic Measurement using the Balanced Scorecard (BSC). Big data is one of the most rising technology trends that has the potential to change the way businesses use behavior analysis and turn it into valuable insights. Research on the effects of using big data analytics on measures of financial and nonfinancial performance is still limited, especially in Egypt. To accomplish the research aim, the theoretical discussion was developed through the determination of Big Data, Big Data Analytics, and its most important characteristics, addressing the financial and nonfinancial measures for each of the Balanced Scorecard perspectives. The study's hypotheses were tested through the survey list that was distributed to 110 executives and data analysts in ICT companies in Egypt. The results of the study proved the significance of these hypotheses. The results of the field study indicate that measuring the financial and nonfinancial performance of the balanced scorecard based on BDA increases the ability of organizations to analyze structured data, reduce the cost of analyzing unstructured data, increase the ability to deal with the problems of stakeholders, customers, and employees in the organization quickly, and reduce the time spent to analyze the data of both financial and nonfinancial performance.