Abstract
At the moment, the conditions of fierce competition in production and sales bring the role of marketing in business to the fore. Big data, which form the basis of BI-systems, and which arise as a result of digitization of economic and any other activity, are growing exponentially. To better understand the impact of Big Data on various marketing activities, it is necessary to consider the main aspects of Big Data approach. A description of the situation on the Big Data market was given, problems were posed, and ways to study them were described. The article describes the possible ways of classifying Big Data, the types of data that are used. Eventually, this article reveals features of Big Data approach and new opportunities of BI-systems in marketing activities. In conclusion, the problems of the study were reviewed, and the main guidelines for future research on the topic were given.
Highlights
In 2017, global income on the market of Big Datа and business analytics market was supposed to reach $150.8 billion, which is 12.4% more than last year (2016)
The main problems that are explored in this article are: the problem of applicability of the Big Data approach in marketing activities: it is necessary to investigate what types of data can be used, how to use them, what information can be obtained from them, what software products are used at the moment, understand what aspects of marketing can affect the Big Data storage and analysis approach; the problem of the expediency of using BI-systems in marketing activities, analysis of the opportunities provided by such systems and analysis of the benefits gained from implementation
That is why the main opportunity for the development of BI-systems in marketing activity is the search for new combinations of data and new sources of information, as well as the development of new powerful analytical tools applied to this data for extracting insights from them
Summary
In 2017, global income on the market of Big Datа and business analytics market was supposed to reach $150.8 billion, which is 12.4% more than last year (2016). The data differs: according to Frost & Sullivan, in 2021, the total volume of the global analytics market for big data will increase by more than 2.5 times compared to 2016 and reach $ 67.2 billion, with an annual growth rate (CAGR) of 35 ,9%. In this case, the largest market segments will be the manufacturing sector, finance, health care, environmental protection (EP) and retail trade [3]. It is important to note that IDC specialists divide the market of Big Data software solutions and analytics into the following segments: performance management and analysis applications;. Marketing is fertile ground for the use of BDA and BI-systems
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