"Big Data" Opportunities on the Example of Yandex Mobile Applications

Abstract

With the spread as Big Data philosophy so its analysis tools, opinion leaders in various sectors of the economy and industry have been using a fantastic opportunity of Big Data. Another thing is to build a whole company or even a single marketing strategy for Big Data, leadership requires a lot of courage - apart from very serious analytical costs. However, Big Data - it is not remote and abstract, it is our today, if not yesterday, and we need to develop new revolutionary way.

Never before data stream was not so large and diverse. Using multiple digital channels we obtain vast amounts of digital data. One can argue marketing has become digital in its basis, it becomes classical natural science. The main objective of marketing - to understand where is the happiness of users (clients, customers). And we are in a situation where the user or the buyer often does not understand what it is his happiness.

On the example of Mobile Application  of Yandex, we will see, how volatile consumer's behavior, how seller has to respond at the positive or negative changes, and will see importance of control all kinds of sources of information, because traditional market research, usually use unnatural acts, such as surveys, interviews, shopping centers, focus groups. Big Data learn that in fact people say and what they have done or are going to do. Also, in real time data is received on what people are currently busy, and that they were planning. Only Big Data capabilities allow to handle such volumes of unstructured data is constantly arriving at the input of analytical systems.