Big Data in marketing analytics: opportunities and problems of use

Abstract

The relevance of conducting research in the direction of using Big Data to improve marketing activities has been grounded. A bibliometric analysis of publications on the subject of «Big Data and marketing» in the scientometric database Scopus has been carried out. The main aspects of using Big Data in marketing analytics have been grounded. The main advantages of using Big Data in marketing analytics have been analyzed. The prospects and opportunities for the development of marketing analytics based on the use of Big Data have been identified and characterized (improvement of interaction with customers; improved positioning of brands; optimization of the marketing budget; improvement of the effectiveness of predictive analytics). The main problems of using Big Data for the development of marketing analytics have been described (objective limitation of the use of Big Data; the time gap between the occurrence and receipt of processed data for decision-making; storage and processing of streaming data; the need to acquire new competencies by employees of the marketing department; the need to improve the structure of the marketing department).

Keywords

• digitalization of enterprise activity
• big data
• digital marketing
• marketing analytics