THE ROLE OF BIG DATA WHEN CREATING ONLINE PLATFORM SERVICES

Internetske platforme kao mrežni prodavači ili tržišta, nezaobilazna su tema u svakoj analizi prilika koje nam donosi digitalno doba. One prikupljaju ogromne količine detaljnih podataka o navikama i sklonostima svojih korisnika s ciljem poboljšanja prilagodbe usluga. Ta velika količina podataka koja preplavljuje poduzeća na dnevnoj bazi definira se pojmom veliki podaci. Bogatstvo i moć velikih podataka upravo leži u toj ogromnoj količini podataka. Internetske platforme i poslovni modeli temeljeni na podacima, pokretači su industrijske transformacije. Koristeći inteligenciju tehnologije velikih podataka i internetske platforme koje omogućuju pristup podacima, industrije mogu povećati učinkovitost, povećati profitabilnost, ojačati svoju konkurentsku prednost, smanjiti rizik i otvoriti put za inovacije, ali i nova radna mjesta. Svrha ovoga rada jest, uz teorijski pregled velikih podataka, istaknuti ulogu i važnost velikih podataka koju imaju prilikom kreiranja usluga internetskih platformi, s posebnim naglaskom na hrvatske internetske platforme za prodaju. Kako bi se utvrdila ta uloga provedeno je empirijsko istraživanje nad deset hrvatskih internetskih platformi za prodaju čiji se rad promatrao u razdoblju od dva tjedna te je zaključeno da hrvatske internetske platforme za prodaju pridaju dosta pažnje podacima u svom poslovanju i kreiranju svojih usluga, ali još uvijek postoji prostor za napredak.Online platforms, such as online retailers or markets, are an unavoidable topic in any analysis of the opportunities that the digital age brings us. They collect huge amounts of detailed data on the habits and preferences of their users in order to improve the customization of services. This large amount of data that floods companies on a daily basis is defined by the term big data. The richness and power of big data lies in that vast amount of data. Online platforms and data-driven business models are drivers of industrial transformation. By using the intelligence of big data technology and online platforms that enable data access, industries can increase efficiency, increase profitability, strengthen their competitive advantage, reduce risk and pave the way for innovation as well as new jobs. The purpose of this paper is, in addition to a theoretical overview of big data, to emphasize the role and importance of big data in creating online platform services, with special emphasis on Croatian online sales platforms. In order to determine this role, an empirical study was conducted on ten Croatian online sales platforms whose work was observed over a period of two weeks and it was concluded that Croatian online sales platforms dedicate a lot of attention to data in their business and the creation of their services, but there is still room for improvement