Using big data to predict the effectiveness of marketing campaigns in real time

Abstract

The relevance of the topic stems from the growing need for adaptive analytical systems that can process massive, heterogeneous data streams and provide marketers with actionable insights, thereby enhancing the accuracy and flexibility of campaign management. The purpose of this study is to theoretically substantiate the use of Big Data technologies to predict the effectiveness of marketing campaigns in real-time and to analyse practical approaches that integrate machine learning, artificial intelligence, and stream analytics into the decision-making process. Methods. The study employed an analysis of scientific literature to assess the current state of research on the topic, utilising generalisation and systematisation methods to structure the research results. Results. It is demonstrated that Big Data technologies significantly transform the analytical landscape of marketing, enabling predictive modelling based on continuous data streams from diverse sources, including social networks, CRM systems, behavioural analytics, and the Internet of Things. It has been established that machine learning and artificial intelligence methods, particularly regression, clustering, and neural network models, are effective in identifying hidden patterns of consumer reactions, predicting return on investment, and optimising resource allocation in dynamic settings. Global business practices demonstrate that real-time analytics contribute to the personalisation of marketing content, increase customer engagement, and enable continuous adjustments of strategies in response to feedback. It is emphasised that the integration of cloud platforms and distributed computing systems, such as Hadoop, Spark and Flink, provides the necessary computing power to process high-speed data streams, ensuring scalability and flexibility in a predictive marketing environment. Conclusions. Thus, big data analytics represents a paradigm shift in marketing, transforming retrospective assessments into proactive, real-time decision-making. Effective implementation of such systems requires not only technological potential but also strategic and ethical alignment with the organisation's goals. Big data enables marketing to become more predictive, personalised, and adaptive, enabling companies to achieve sustainable competitive advantages in dynamic digital ecosystems.