出版社：National Technical University of Ukraine «Kyiv Polytechnical Institute»
摘要：The article contains the consideration of Big Data concept as the main factor of companies’ transition to a personalized approach to customer research and service. The key characteristics of the data that are collected,stored,processed and analysed using Big Data technology are provided. Some elements of mathematical and statistical tools that are used in Big Data technology are described. It is determined how Big Data influences marketing activities of the modern companies. It is considered how the technology is used at the stage of the market environment analysis and marketing audit. The main possibilities of using Big Data at the stage of implementation and optimization of the practical solutions for each element of the marketing mix are described. The main advantages which companies receive as a result of implementing the intellectual information analysis solutions are considered. Consumer benefits from the spread of Big Data technology in the business environment are proven. The key risks and problems that accompany the use of Big Data at the current stage of development of the technology are identified.
其他摘要：У статті розглянуто поняття Big Data як основний фактор переходу до персоніфікованого підходу в дослідженні та обслуговуванні споживачів компаніями. Надано основні характеристики даних,що збираються,зберігаються,обробляються та аналізуються за допомогою
