BI Big Data Analytics In Marketing

Abstract

Information is an important business resource just like money, materials, and goods. Over the years, the company was collected thousands of pieces of data for many processes. But this does not mean that automatically these data can be easily converted into information that could be analysed and that company managers, marketing staff, customers, suppliers could use. Transforming the multitude of collected big data into useful information, is a complex process that requires additional skills and knowledge. Using the right tools, marketing analysts in the company could use the collected data to develop effective and competitive strategies. The purpose of this paper is to explore the use of big data in marketing, the sources for its collection, and to present some BI technologies for the practical use of big data by the company's marketers.