BIG DATA AS A DRIVING FORCE OF DIGITAL MARKETING STRATEGIES
Abstract
The article provides an in-depth exploration of Big Data as a transformative factor in the evolution of strategic digital marketing in today’s dynamic, data-rich economy. The authors position Big Data not merely as a technological tool, but as a strategic asset that reshapes the way marketing decisions are made, implemented, and optimized. The core thesis argues that digital marketing strategies are no longer effective without intelligent data integration — specifically, the use of predictive analytics, real-time behavioral monitoring, and customer-centric modeling powered by Big Data technologies. The paper outlines the conceptual framework of data-driven marketing, highlighting its shift from traditional demographic segmentation to real-time behavioral targeting. Special attention is paid to the potential of Big Data in developing hyper-personalized marketing communications, 360-degree customer profiles, and dynamic customer journey mapping. Through the integration of structured and unstructured data — from CRM systems, social media, IoT devices, and online interactions — marketing teams are empowered to deliver tailored content, adaptive pricing, and individualized promotional offers. These capabilities are essential for gaining a competitive edge in highly saturated digital environments. Empirical evidence from global companies (e.g., Amazon, Netflix, Spotify) and Ukrainian cases (e.g., monobank) demonstrates how Big Data improves key marketing performance indicators: increasing conversion rates, boosting customer lifetime value, raising average check sizes, and enhancing customer retention. The article also presents analytical tables and conceptual models that visualize the transition from fragmented, channel-specific campaigns to integrated, omnichannel, customer-centric strategies. The scientific novelty of this paper lies in its comprehensive synthesis of theoretical, technological, and strategic perspectives on Big Data as a foundational component of modern digital marketing ecosystems. Practical recommendations are proposed for businesses aiming to integrate Big Data tools into their strategic marketing planning, with an emphasis on agility, personalization, and sustainable customer engagement.
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