Opportunities and challenges of big data in digital marketing (დიდი მონაცემების გამოწვევები და შესაძლებლობები ციფრულ მარკეტინგში)
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Date
2022
Journal Title
Journal ISSN
Volume Title
Publisher
Ivane Javakhishvili Tbilisi State University Press
Abstract
Business companies are constantly striving to have competitive advantages, role of Big Data is very
valuable for predicative analysis and well-informed decisions. Big Data made revolutionary changes in the fields
of economics, business and healthcare. It should be noted that Big Data is impressive in volume, intensity, and
complexity, which remarkably exceeds standard analytical capabilities. That is why the joint combination of
information technology and marketing tools provide a significant contribution to the implementation of an
effective marketing strategy.
The aim of the paper is to clarify the essence of Big Data, demonstrate it`s role in marketing activities, as
well as in the risk management processes caused by the Covid-19 pandemic. The conducted marketing studies
have clearly confirmed immense contribution of Big Data in marketing strategies. As for, COVID -19 Big Data
has been used to target the identification of virus cases and allocate appropriate resources to better protect
public health. Processing and analyzing Big Data against the effects of COVID -19 and post-COVID will help to
conduct new researches and provide preventive measures. Ample of scientific publications have been
published in the recent period related to the issue all over the world, although there is still a lot to be done in
this direction in Georgia.
Description
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Keywords
Big Data, Digital Marketing, Risk Management of COVID -19 Change of Consumer Behavior
Citation
VII International Scientific Conference: "Challenges of Globalization in Economics and Business", Tbilisi, 2022, pp. 203-211