Challenges of Application of the Big Data in Marketing: Case Study Croatia

摘要

Exponential data growth requires new ways of processing data. In addition to size, challenges also bring diversity and changeability of data. The solution is offered in the Big Data concept. In this paper are given the basic features and applications of the Big Data in business. A special emphasis is given to the application of the Big Data in marketing with an overview of the fundamental challenges that Big Data technology brings to marketing activities. The paper gives recommendations on how to respond to these challenges. This paper also presents the results of preliminary research on consumer attitudes on the application of the Big Data in marketing conducted in Croatia in 2017.