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Big Data and Social Technologies such as Social Media, Cloud Computing and Mobile Technology are proliferating at an incredible pace. One area of increasing adoption is Business settings where practitioners hope that these new technologies will help enhance their decision-making techniques. BDMOT offers the possibility of a fundamentally different type of decision making. Using fine-tuned insights and controlled experiments, practitioners can test hypotheses and analyse results to guide investment or strategic decisions and operational changes. In effect, experimentation can help managers distinguish causation from mere correlation, thus reducing the variability of outcomes while improving financial and product performance. In the current study, the role of BDMOT is investigated in terms of operational, tactical and strategic decision-making impact. A practitioner and a research model have been developed to highlight the influence of Big Data on decision-making.

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Dr.Moulay El Mehdi Sarsar is a practitioner-researcher and also working as an ICT senior consultant. He obtained a Master of science from the university of Bordeaux, a double master´s degree in entrepreneurship from HEC Liège and Hasselt universities and received an executive Doctorate of business administration from the Paris School of Business.

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