Features of using Big Data technologies in marketing

The article discusses the applicability of Big Data technologies in modern marketing. The author analyzes the problems, limitations and risks of their application in practice. As a director of development of Big Data in marketing, the author focuses on Smart Data technologies.Project no. 16-02-00407-OGN OGN-A. "Development of approaches to the creation of a system for assessing the state and determining promising areas of scientific activity", project no. 16-02-00407-OGN OGN-A