CAPABILITIES AND LIMITATIONS OF BIG DATA IN MARKETING

Using of Big Data increases the efficiency of solving of marketing tasks, including drawing up a portrait of a consumer and building communication with him, based on the analysis of information from social networks (Facebook) and search engines (Google). An assessment of the capabilities and limitations of these technologies showed that the use of Big Data doesn’t always provide the absolute best marketing solutions. Therefore, the use of Big Data seems to be justified in marketing only in a number of areas, directed by a professional marketer, for whom Big Data technologies are an effective tool that allows to prepare an analytical base for making creative decisions.