Big Data Analytics in Digital Finance: Enhancing Customer Insights and Market Strategies

Abstract

The rapid evolution of digital finance has led to an unprecedented accumulation of financial data, necessitating the adoption of big data analytics to extract meaningful insights. Big data analytics in digital finance enables financial institutions to enhance customer profiling, optimize risk management, and develop data-driven market strategies. This paper explores the role of big data analytics in digital finance, focusing on how financial organizations leverage advanced analytical tools to gain deeper customer insights, predict market trends, and personalize financial services. Additionally, the study highlights the challenges, including data security, privacy concerns, and regulatory constraints, associated with big data implementation in the financial sector. By integrating artificial intelligence (AI) and machine learning (ML) with big data analytics, financial firms can create more robust strategies for improving customer engagement and operational efficiency. The paper concludes that big data analytics is a transformative force in digital finance, reshaping the way institutions interact with customers and navigate competitive markets.