У статті розглянуто теоретичні основи впливу "Big Data" на маркетингові дослідження в Україні. Виокремлено основні новітні техніки та інструменти аналізу даних, які використовують сучасні компанії
з метою підвищення ефективності прийняття управлінських рішень. Досліджено практичний досвід використання технологій "Bid Data" вітчизняними підприємствами, визначено ступінь впровадження даних
технологій в Україні, проведено порівняльний аналіз вітчизняного та міжнародного досвіду та визначено
перспективи технологій "Big Data" в Україні. Встановлено, що новітні техніки та інструменти аналізу даних
стають одним з найважливіших чииників формування нових сервісів, підвищення конкурентоспроможності підприємств, створення інноваційних маркетингових інструментів просування послуг в економіці знань.
Nowadays, Big Data information technologies are gaining popularity due to the steady growth of
data that big companies have to operate. Accumulating information for many organizations is an important asset, but it becomes more and more difficult to process and use it every day. Digital technologies became a common thing in all parts of human life. The amount of data stored globally is increasing every year, which means
that the conditions of storage of information and new opportunities for increasing its volume should change
at the same pace. Big Data expansion and accelerating growth have become an objective reality in modern
world. The explosive growth of data, as well as the desire to gain more knowledge about its customers, pushes
big companies to search new for technologies that will help store huge amounts of data, retrieve and analyze
information from previously unavailable or inaccessible sources. The present article deals with the theoretical
basis of Big Data and it`s impact on marketing researches in Ukraine. The basic modern techniques and data
analysis tools used by modern companies to improve the effectiveness of management decisions have been
highlighted. The practical experience of using Bid Data technologies by domestic and foreign enterprises was
investigated on example of banks, FMCG companies and retail companies. The degree of implementation of
these technologies in Ukraine was determined, the comparative analysis of domestic and international experience was conducted and the prospects of Big Data technologies in Ukraine were determined. It was established
that the Big Data market in Ukraine is at an early stage of development and marketing is becoming the main
driver of development of this market, since the major big implementations of "big data" processes are related
to the development of marketing strategies. The latest techniques and tools of data analysis are becoming one
of the most important factors in the formation of new services, increasing the competitiveness of enterprises,
creating innovative marketing tools for promoting services in the knowledge economy.
