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.

Abstract. The article suggests a new look at trading platforms, which is called "metrics." Metrics are a way to look at the point of sale in a large part from the buyer's side. The buyer enters the store and make buying decision based on those factors that the seller often does not consider, or considers in part, because "does not see" them, since he is not a buyer. The article proposes the classification of retailers, metrics and a methodology for their determination, presents the results of an audit of retailers in St. Petersburg on the proposed methodology.

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The article presents the results of a study analyzing the conversion rate at different levels of the purchase funnel in the educational market. A theoretical model of the purchase funnel and its surrounding environment is shown, assumptions about the reasons for differences in conversion rates are made, and a classification of marketing activities is proposed. A statistical inference of the hypotheses was carried out; the difference between the conversion rates to the target at zero and the next levels of the purchase funnel was statistically proved. The leads about the impossibility of verifying the consumer movement through the purchase funnel without analyzing most sources in a consistent system are made. The proposals for the use of marketing communication theory for various levels and elements of the purchase funnel were made. The study is based on collected unique statistics with a sample size of more than 50,000 records

More and more indicators affecting the company's profits are becoming available for calculation due to the development of technology. Social capital can be one of these indicators. The study concludes that the referral program is the use of the external social capital of the enterprise. Digitalization allows companies to develop the interaction with consumers. There is a simplification and improvement of such marketing tools as loyalty programs, which are already moving into the field of digital marketing. Companies can enable customers to attract new customers for a certain reward using user-friendly web interfaces or applications. The objectives of the study are: to clarify the term "social capital"; to describe various concepts of attracting customers for sales growth, including digital marketing methods, in order to more accurately determine the referral program; to propose formulas for calculating the efficiency of the referral program.