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.