This quantitative conceptual study examines the role of big data analytics and analytics-based decision-making in strengthening competitive advantage across industries. It explores theoretical foundations and empirical evidence on leveraging big data for market competitiveness. The research proposes a framework for organisations to utilise big data to drive innovation, optimise decisions, and achieve sustainable advantage. Analytics-based decision-making serves as a mediating variable to expand existing literature. A quantitative approach will be employed, using surveys to collect data from employees of private organisations in the UAE. The findings will benefit professionals, including project managers, IT managers, coordinators, and policymakers, in enhancing project performance and decision-making.