Big data and the possibility of using it in developing a communication strategy for regional industrial enterprises

Data has always played an important role in the advertising market. No link in the advertising chain can do without data: from pricing and media planning to analysis of the effectiveness of advertising campaigns of regional industrial enterprises. The growing level of automation, the expansion of the number of advertising channels and technological solutions have led not only to a rapid increase in the amount of data collected, but also to an increase in the level of detail, greater diversity, and the possibility of real-time processing. The «big explosion» of data about users, their behavior, habits, and preferences was accompanied by the appearance of technical and software tools that can process huge amounts of information and simultaneously reduce the cost of processing it. At the intersection of these processes, a direction called Big Data appeared. Today, Big Data, which was initially perceived by the market as one of the tools for targeting the audience, is used as a full-fledged technological solution for various marketing and advertising tasks of regional industrial enterprises...