CONCLUSION Big Data technologies are both a challenge and an opportunity. The completeness of data management, multi-channel data integration capabilities, and data analytics capabilities will be the ability for enterprises to achieve sustainability. Understanding how big data increases a company's competitive advantage and transforms business models is an indispensable process for realizing the value of big data. Big Data technologies are many ways to store, process, analyze information that, due to the lack of a clear structure, the huge speed and volume of replenishment, cannot be processed by classical techniques of statistical analysis.
In my opinion, the advantage of technologies based on Big Data is a reasonable combination of objective control over the activities of employees and the constant search for optimal motivation for them based on the data obtained.
REFERENCES 1. GOST R7.05-2008 Bibliographic References. General requirements and drawing up rules. Federal Agency on Technical Regulation and Metrology. National Standard of the Russian Federation. GOST 7.0.5-2008. Moscow, Standartinform, 2008.
2. URL: http://blog.oxforddictionaries.com/2013/06/oed-june-2013-update/ (access date: 02.02.2022) - Tweet geekery and epic crowdsourcing: an Oxford English Dictionary update.
3. https://www.tandfonline.com/doi/full/10.1080/09585192.2019.1674357(дата обращения: 04.12.2021)
4. How Big Data helps in recruitment: technologies for headhunters [Electronic resource]https://aiconference.ru/ru/article/kak-big-data-pomogaet-v-podbore-personala-tehnologii-dlyahedhanterov-93666. (accessed on 20.11.2021).
5. Lynch C. Big data: how do your data grow? 2008. Vol. 455. № 7209. P. 28-29. (date of reference: 17.03.2022)
6. URL: https://www.calltouch.ru/glossary/big-data/ (accessed 17.11.2022) - Calltouch. Big data.
7. Chekharin E.E. Big data: big problems // Psychological Science and Education. 2016. № 3 (21). URL: http://cyberleninka.ru/article/n/bolshie-dannye-bolshie-problemy (date of reference:25.01.2022).
8. Tolstova Y.N. Sociology and computer technologies // Sociological Studies. 2015. № 8. С. 3-14.
9. Cherniak L. Big Data - new theory and practice // Open Systems. DBMS.
2011. № 10. C. 18-25. URL: https://www.osp.ru/os/2011/10/13010990/ (access date:18.12.2021).
10. URL: https://ru.wikipedia.org/wiki/Большие_данные (accessed 25.12.2021) - Wikipedia. Big data.
11. URL: https://en.wikipedia.org/wiki/Big_data#cite_note-13 (accessed 05.02.2022) - Wikipedia. Big data
12. Digital economy and its main characteristics. [Electronic resource]. Mode of access: http://www.mckinsey.com/global-locations/europe-andmiddleeast/russia/ru/ (date of reference: 17.02.2022).
13. Armstrong M., Taylor S. The practice of human resource management. - 14 ed. - St. Petersburg: Peter, 2018. - 785 с.
14. Gobareva, Y.L., Shirnin G.V. Big data in banking // Currency Control. Currency regulation. - 2014. - №8. - С. 58-63. (Date of reference: 11.11.2021)
15. Lawrence J. The role of big data in employee performance development, 2013. - URL: http://www.hrzone.com/perform/people/the-role-of-big-data-in-employee-performance-development. (Accessed 19.06.2021)
16. Alan Morrison et al. Big Data: how to extract information from it // Technology Forecast. Quarterly Journal, Russian edition. - 2010. - № 3. URL: https://www.pwc.ru/ru/services/technology.html (accessed 30.07.2019).
17. Lesnova E. M., Pestov I. E. Development of error detection and correction method for distributed information network based on big data // Materials of XVI St. Petersburg International Conference "Regional Informatics "RI-2018". (St. Petersburg, October 24-26, 2018) St. Petersburg, 2018. С. 570-571. (date of reference: 23.03.2022)