Assessing the Role of Big Data in the Evolution of Business Intelligence and Its Impact on Marketing

Abstract

In the current digital age, big data has become one of the most important assets for organizations and plays a key role in developing business intelligence (BI) and improving marketing strategies. This paper examines the place of big data in the evolution of business intelligence and its impact on marketing processes.As the volume and diversity of data increases, organizations are able to collect and analyze information from a variety of sources, including social networks, websites, and customer management systems (CRMs). This data allows businesses to better understand customer behavior and make data-driven decisions. Business intelligence (BI) target databases should be designed and configured to aggregate and summarize large amounts of data at all levels. In addition, business intelligence target databases may be designed to generate large and complex reports and feed advanced analytics tools. The paper uses a library research method to evaluate the position of big data in the evolution of business intelligence and its impact on marketing. This method involves collecting and analyzing reliable sources including books, scientific articles, reports, and case studies related to the topic. By reviewing the existing literature, the necessary information about the key concepts, trends, and challenges related to big data and business intelligence has been extracted and analyzed. Also, the data and results obtained from previous research in order to provide a A comprehensive and well-documented perspective on the impact of big data on marketing strategies has been used. This approach allows researchers to analyze and evaluate the issue more accurately. Big data analytics helps improve business intelligence, enabling organizations to identify customer behavior patterns and design targeted marketing strategies. The article also explores the challenges associated with implementing big data technologies and business intelligence, including issues with privacy, data quality, and the need for analytical skills. The results of this research show that combining big data with business intelligence can lead to improved marketing performance, increased customer satisfaction, and ultimately sustainable growth and development of organizations. Overall, this article emphasizes the importance of big data in digital transformation and its role in shaping the future of marketing and business intelligence