Features of Big Data approach and new opportunities of BI-systems in marketing activities

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.

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

“…The main impact that BD can have in marketing is the ability to target advertising and commercial offers for specific people using their "digital footprint" [8]. Digital footprint (or digital fingerprint, sometimes referred to as digital or cybershadow) is the entire amount of information about visits and user actions during their stay in the digital space.…”

“…Since then 7 years have passed, and a large number of social networks, new types of information about customers and the like have appeared and continue to appear [8]. Further we will describe and classify existing Big Data and BI tools and technologies in marketing, and also we will give ideas of what should be expected in future.…”

“…One of the most attractive segments for analytics usage is trading [7]. There is also a clear tendency to move from classical marketing to digital, where operational and strategic steps are taken often on the basis of the information collected and analyzed [8,9]. Therefore, BDA and BI-systems have great potential for use in marketing.…”

The research of social processes at the university using big data

“…By 2025, it's up to about 400 zettabytes. Accordingly, managing structured and unstructured data with modern technologies is an area that is becoming increasingly significant [1,2] Promptly growing data volume provokes the search for new means for their storage and processing. In this regard, the term "big data" enters.…”

Instrumental Methods of Impact Evaluation of Innovative Activity on Business Value

“…A modification of the method of business value capitalization, which calculates the premium for innovation activity, is presented, and the algorithm of premium calculation is given The authors come to the conclusion that this approach can be applied to evaluate the premium for innovative activity of an oil and gas company, because it corresponds to the successful-efforts method. ЭКОНОМИЧЕСКИЕ НАУКИ введение Анализ современной экономической литературы свидетельствует о все возрастающем интересе современных исследователей к применению эконометрических методов и моделей для оценки стоимости бизнеса [1,2,3] в условиях развития инновационной среды [4][5][6][7]. Это проявляется как в применении классических методов [8,9], так и в широком разнообразии частных подходов [10][11][12][13].…”