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Big Data as a Tool for Integrated Communications in Retail and E-commerce

Student: Gorshenina Daria

Supervisor: Elena Gryzunova

Faculty: Faculty of Creative Industries

Educational Programme: Advertising and Public Relations (Bachelor)

Final Grade: 8

Year of Graduation: 2017

This study is aimed at finding a solution to the scientific problem - the ability to adapt the instrument of Big Data to the implementation of integrated communications. In the course of the study, the cyclic nature of the use of the Big Data tool in the integrated communications of the retail company and e-commerce was revealed. A matrix for the correlation of large data with integrated communications for the studied segment was also developed.

Full text (added May 15, 2017)

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