Marketing Analytics and Scope Big Data in Practice of Enterprises

Abstract

The aim of a paper is presentation of modern and the most advanced issues of a marketing analytics, which is defined by the scope of Big Data. An internet analytics or more precisely marketing analytics enables to perceive, to structure of monitoring of every level of change in an organization, what takes place in every modern firm with marketing orientation. The aim of this paper is also attempt of verification of a thesis, that structure of applied marketing analytics is complex and its application in large or small enterprises is different in individual firms and even trades. So practice and science are in progress parallel and technologies determines of development of marketing, various new kinds of relationships, interactions. Technologies lead to fast development of marketing, what is confirmed by a marketing analytics and applied new rates of marketing.