BIG DATA DRIVEN E-COMMERCE MARKETING

The development of information technology and growing amount of information led businesses and scientists rethink the models and strategies of communication as well as information management and usage possibilities. Businesses compete in the fulfilled markets and need to increase efficiency of business performance as well as market share, atract more customers and minimize operating costs by implementing new digital and business technologies. Modern technologies providing digital marketing tools, which could help automate marketing processes, extract data for analysis etc. One of new trend is use of big data in marketing. This paper begins with an analysis of big data analytics theories and its connection with marketing. The emphasis is being brought on e-commerce as a priority mean of business. A rich link between e-commerce and online marketing allows big data analytics to bring additional value to the process and its participants. Based on literature analysis a theoretical online marketing model is being presented. The aim of the article is to analyse and present use of big data analytics for marketing purposes in electronic commerce. Following methods are employed: the comparative analysis of the scientific literature, the systems analysis, data analysis.