Analysis of the Big Data Technologies Applicability for Strategic Marketing of New Products in the Field of Pharmacology

Final qualification work consists of 76 pages, contains 33 figures, 2 tables and 4 attachments. Keywords: big data, strategic marketing, pharmacology, «IBM Watson Explorer Content Analytics». Big data is an accurate tool in strategic marketing and is used for predictive analysis. In turn, information is the main resource for growth forecasting and marketing strategy development. The analysis of big data technologies covers the issue of the effectiveness of various advertising campaigns. The work is develops a technology and experimental layout for the formation, using data from the Internet, target groups for the promotion of new products in the field of pharmacology. Master's thesis includes an introduction, three chapters and conclusions. The introduction provides the rationale for the relevance of the analysis, the formulation of problems that need to be solved, the object and subject of research are determined. The first chapter is overviewing a description of the subject area and target products, the technologies used to promote products are describe, the research goal is set. The analytical, practical significance of the research is substantiated. The second chapter presents the results of the analysis obtained during the implementation of the master's thesis, presents the technology of the experimental layout. The third chapter provides the methodology for selecting a target strategy, an assessment of the effectiveness of using these methods, as well as the result of applying the target strategy. Conclusion describes the work results.