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Dr inż. Ilona Pawełoszek
ORCID: 0000-0002-3590-3969

Dr inż. Ilona Pawełoszek

Ph.D., assistant professor at the Department of Management Information Systems of the Faculty of Management at the Częstochowa University of Technology. She is an author or co-author of several dozen publications, including two original monographs. She is a member of the Scientific Association of Business Informatics and the Polish Association for Production Management.

DOI: 10.33226/1231-7853.2022.1.1
JEL: M31, C55, C88, O33

One of the fundamental aspects of the big data phenomenon is the possibility of application in management. This potential differs depending on the specifics of the organization and the area of application. The article aims to indicate the specificity and directions of applying big data methods in marketing, with particular emphasis on improving customer relationships. After presenting the general characteristics of the big data phenomenon in management, the evolution of business analytics related to new possibilities of mass data processing was described. Then, the focus was on the examples of big data applications in improving customer relationships, which confirms the thesis that these methods are very useful in marketing.

Keywords: big data; marketing; customer relationship management (CRM); business analytics; business intelligence (BI)