Analysis of the use of Big Data in the development of effective marketing campaigns

Abstract

This article is devoted to studying the importance and possibilities of using big data analysis technologies in the process of creating effective marketing campaigns. The methods of using voluminous and heterogeneous information arrays to increase the effectiveness of marketing decision-making are considered. In the context of digital changes taking place in the modern business environment, big data is considered as an important tool for a deeper understanding of consumer behavior, individualization of communication strategies and reduction of marketing costs.

The study used methods of logical generalization and comparative analysis of scientific approaches to the implementation of Big Data in marketing practice. Special attention is paid to the analysis of examples of the application of data analytics in practice - both in large companies and in medium-sized enterprises. The methods of content analysis, expert evaluation and generalization of the results of empirical studies on the impact of Big Data on marketing effectiveness were applied.

As a result of the study, it was found that the use of big data provides more accurate segmentation of the target audience, improvement of mechanisms for predicting consumer behavior, increasing the relevance of advertising messages and increasing the ROI indicators of marketing campaigns. The main technological tools for data processing are identified, in particular machine learning algorithms, real-time analytics, and data integration from various sources.

A number of recommendations are formulated for building an analytical platform based on Big Data that can support marketing decisions in a dynamic competitive environment. Particular attention is paid to the issues of ethical use of personal data and ensuring confidentiality in the analysis process.

The conclusions substantiate the feasibility of widespread implementation of Big Data tools in marketing practice, taking into account the level of digital maturity of the enterprise and the specifics of its target markets. Areas of further research related to assessing the effectiveness of Big Data implementation in the small and medium-sized business segment are proposed.