BIG DATA TECHNOLOGIES IN ANALYSIS OF CONSUMER BEHAVIOR

The study of consumer behavior at all stages of marketing is related to Big Data analysis. The purpose of the study is to structure information on assessing consumer behavior, which relates to Big Data on the components of marketing max, to form methods for analyzing this information and basic results that will contribute to sustainable business development in the conditions of information and technological transformations. During the research, methods of synthesis, system analysis, comparison and systematization were used to track trends in the use of Big Data analysis in a system for assessing consumer behavior. The result of the study is the systematization of information data, methods of Big Data analysis for assessing consumer behavior. The proposed tools for assessing consumer behavior based on Big Data technologies make it possible to improve the marketing strategy for enterprise development and form a mechanism for strategic marketing management. Further research may concern generalizing the methodology for using Big Data for different categories of consumers.