THE ROLE OF BIG DATA IN THE IMPLEMENTATION OF DIGITAL-MARKETING STRATEGIES

Abstract

The article is devoted to the study of the impact of Big Data technology on the effectiveness of digital marketing strategies It is emphasized that at present it is almost impossible to implement a marketing strategy that is not based on research, search and analysis of information obtained. Big Data technology is actively used to understand the target audience, consumer behavior, market conditions, etc. It is noted that working with «big data» is the key to creating a quality product or service and successfully promoting them in the market. The current state and features of the development of this technology in recent years are analyzed. The article describes the main characteristics and forms of big data, considers the types of data that are of particular importance to professionals in the field of digital marketing. There are a number of tasks that Big Data technology helps to solve for marketers: audience segmentation, mood analysis, targeted marketing, forecasting and policy analysis, measuring the results of campaigns, etc. The main methods of Big Data analysis, as well as tools and technologies for their processing are presented. A number of problems and consequences related to the use of «big data» in digital marketing are described: unauthorized use of personal information, scaling problem, integration of previously collected data, fragmentation of information collection and processing systems, lack of highly qualified specialists, problem of universal language of communication and work with data within the company, the threat of hacking, errors and malfunctions, the potential for damage to the company's reputation, etc. It has been established that data-driven digital marketing allows to effectively segment consumers, which further facilitates the ability to make optimal personal offers to customers, and can significantly reduce sales funnels and increase profitability of companies. In the course of the research the necessity of using «big data» in the implementation of digital marketing strategies by modern companies was identified and substantiated, the most susceptible areas for the use of Big Data were identified.