Analysis of business intelligence tools and development of solutions for marketing activities

Abstract

The objective of the research is the analysis of business intelligence tools and development of solutions for marketing activities based on business intelligence tools. In the framework of the current research, following methods have been used: analysis and modeling. Text sources were analyzed in order to describe and classify use cases of big data in marketing activities and to describe and classify big data and business intelligence tools and technologies in marketing. As the result of the research, a big data classifier for marketing activity was developed and possible solutions for marketing activity analytics were studied and proposed. The classifier can be considered a new result of the study, since there was no classification of big data in marketing activities so far. The current research can be used to help organization of BI analytics in marketing activities. However it is necessary to consider actualization of data on existing tools and technologies.