Использование больших данных в маркетинге

Abstract

The development of information technology and growing amount of information led businesses and scientists rethink the models and strategies of communication as well as information management and usage possibilities. Businesses compete in the fulfilled markets and need to increase efficiency of business performance as well as market share, at tract more customers and minimize operating costs by implementing new digital and business technologies. Modern technologies providing digital marketing tools, which could help automate marketing processes, extract data for analysis etc. One of new trend is use of big data in marketing. A rich link between e-commerce and online marketing allows big data analytics to bring additional value to the process and its participants. The aim of the article is to analyse and present challenges and problems using the big data analytics for marketing purposes in electronic commerce.