The Impact of Using "Big Data" on the Global Economy and the Activities of International Companies on the Example of the Marketing Industry

With rapid development of new technologies, it is essential to assess the possibilities and benefits they may bring to companies at the same time evaluating the potential risks. Thus, this study seeks to give a deep overview of the big data technology and examine to which economic domains it might be applied. Purpose of this paper is to measure the impact of using big dataon the global economy and activities of international companies and to bridge the gap between theoretical base on the topic and practical cases of companies employing this technology. Big part of this study is dedicated to the implementation of this technology in the marketing domain, as it opens new possibilities to reach the most of company’s target audience for the least cost and, therefore, increase profitability and brand awareness. This study might be useful for scholars interested in exploring the big data, for companies, that want to implement this technology in order to optimize their business processes and for policymakers, who are responsible for the digital agenda.