The Role Of Big Data In Enhancing Global Competitiveness In Digital Analytics Service Provider

This research aims to analyze how NoLimit Indonesia supports companies in providing big data-based analytics services, understand the role of big data in analyzing the potential of global-scale consumers, and identify the factors that influence big data-based corporate decision-making. This research uses a descriptive qualitative approach with data collection techniques through in-depth interviews with several informants from NoLimit. The research results show that NoLimit Indonesia actively provides support through digital platforms such as NoLimit Dashboard and NoLimit Engage, which facilitate social media monitoring, campaign management, and omnichannel interaction processes. By applying data engineering and data science techniques, NoLimit is able to process unstructured data from various digital channels into strategic information that can be used by clients for decision-making. In addition, big data has proven to play a crucial role in helping companies understand cross-cultural consumer behavior, global market trends, and competitive landscapes, thereby enhancing their competitiveness at the international level. However, the effectiveness of big data in the decision-making process is still influenced by several factors, such as data quality, system limitations in handling local languages, human resource readiness, as well as cost constraints and technology integration. Abstrak. Penelitian ini bertujuan untuk menganalisis bagaimana NoLimit Indonesia mendukung perusahaan dalam menyediakan layanan analitik berbasis big data, memahami peran big data dalam menganalisis potensi konsumen skala global, serta mengidentifikasi faktor-faktor yang memengaruhi pengambilan keputusan perusahaan berbasis big data. Penelitian ini menggunakan pendekatan kualitatif deskriptif dengan teknik pengumpulan data melalui wawancara mendalam kepada beberapa narasumber dari pihak NoLimit. Hasil penelitian menunjukkan bahwa NoLimit Indonesia secara aktif memberikan dukungan melalui platform digital seperti NoLimit Dashboard dan NoLimit Engage yang memfasilitasi proses monitoring media sosial, manajemen kampanye, dan interaksi omnichannel. Melalui penerapan teknik data engineering dan data science, NoLimit mampu mengolah data tidak terstruktur dari berbagai kanal digital menjadi informasi strategis yang dapat digunakan oleh klien untuk pengambilan keputusan. Selain itu, big data terbukti berperan penting dalam membantu perusahaan memahami perilaku konsumen lintas budaya, tren pasar global, dan peta persaingan, sehingga dapat meningkatkan daya saing di tingkat internasional. Namun demikian, efektivitas big data dalam proses pengambilan keputusan masih dipengaruhi oleh beberapa faktor, seperti kualitas data, keterbatasan sistem dalam menangani bahasa lokal, kesiapan sumber daya manusia, serta keterbatasan biaya dan integrasi teknologi.