Rodzaje Big Data i ich wykorzystywanie w strategiach marketingowych
Types of Big Data and their Use in Strategies of Marketing

Summary/Abstract: The present and future of marketing is based on data analytics, which has become the motive for taking up the topic of the paper. The Big Data becomes the basis for business and digital marketing; therefore their potential should be used. Implementation of analytics in the process of marketing actions’ optimization is possible through business intelligence. The objective of the paper is to present the usefulness of data in various marketing strategies, including the traditional and new ones as well as their classification ‒ hot, warm, cold, dark data. In addition, the paper further identifies and defines marketing indicators that are most relevant to the planning and execution of marketing strategies. The paper uses the review of literature, as well as preliminary results of measurement and activity indicators, including, among others. KPI ‒ key performance indicators, KRI ‒ key risk indicators.

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