Comparative analysis of modern big data technologies and their innovative application in the service sector

The article is devoted to the study of modern big data technologies and their innovative use in the service sector, with a focus on identifying their opportunities and advantages for various industries. The aim of the paper is to analyze the potential of big data technologies to improve operational efficiency, personalization and service quality, as well as to assess their impact on the development of digital transformation. The research is based on the analysis of scientific literature, comparative study of existing technologies and study of practical cases of successful application of big data in key service sectors. The article presents key theoretical and practical results that include identified interrelationships and patterns in the use of big data technologies in the service sector. Emphasis is placed on new findings and long-term conclusions of practical relevance. The use of machine learning algorithms, cloud platforms and visualization tools are found to optimize processes, enhance personalization and improve customer experience. The findings refute a number of outdated approaches and confirm the need to implement innovative solutions for digital transformation of the industry. The results of the research can be integrated into the practice of such areas as marketing, logistics, healthcare, financial sector and tourism, where deep analytics and big data processing are required. Big data technologies are becoming a strategically important tool for companies, contributing to digital transformation, increasing competitive advantage and creating conditions for the introduction of innovative approaches in management and service delivery. The prospects for further research in the service industry are related to the development of technologies that will provide deeper personalization of customer experience, improved analytical tools for demand forecasting and business process optimization, and the integration of artificial intelligence and big data to improve management efficiency.