A primary challenge of big data analytics is handling the volume, variety, and velocity of data. Organizations often struggle to collect, store, and analyze vast amounts of data from diverse sources, which can include structured and unstructured data. This complexity can lead to difficulties in achieving real-time insights and applying accurate analysis. Moreover, ensuring data quality and addressing privacy concerns adds to the challenge. Effective strategies and tools are necessary to extract actionable insights from big data while leveraging advanced analytics techniques to inform decision-making effectively.