ВИКОРИСТАННЯ BIG DATA ТА АНАЛІТИКИ У МАРКЕТИНГОВИХ РІШЕННЯХ ВІТЧИЗНЯНИХ КОМПАНІЙ

The article examines the application of Big Data technologies in the marketing strategies of Ukrainian companies. The advantages of using Big Data to optimize business processes, personalize offers, and increase the effectiveness of advertising campaigns are analyzed. Key industries where Big Data has the greatest impact are identified, including retail, catering, services, real estate, and manufacturing. The features of using Big Data to forecast consumer trends, manage inventories, and form pricing policies are also considered. Practical cases of Big Data application by leading Ukrainian companies, such as Kyivstar, Fozzy Group, and UPG, which use analytics to improve marketing strategies, manage customer experience, and increase consumer loyalty, are considered. Mechanisms for implementing data analytics into business management processes are investigated, including audience segmentation, setting up personalized communications, and optimizing logistics processes. Special attention is paid to the role of data science algorithms in developing effective marketing solutions. Special emphasis is placed on opportunities for small and medium-sized businesses, in particular the use of marketplace analytics to adapt products to specific consumer groups, as well as the use of targeted advertising based on behavioral data. Examples of successful marketing solutions that were implemented thanks to Big Data technologies are given. The main challenges of implementing Big Data in Ukraine are analyzed, including issues of personal data protection, modernization of IT infrastructure and shortage of qualified specialists. The prospects for the development of Big Data technologies in Ukrainian enterprises are determined, and their use is predicted to increase due to growing competition in the market. Future trends are also considered, in particular the introduction of artificial intelligence and machine learning into the process of analyzing big data. In general, the use of Big Data is becoming a key factor in the successful development of business in Ukraine, opening up new opportunities for companies of various scales.