title: ÐÐ½ÑÐµÐ³ÑÐ°ÑÐ¸Ñ Big Data Ð¸ BI Ð´Ð»Ñ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð° Ð² ÑÐ¸ÑÑÐ¾Ð²ÑÑ Ð°ÑÑ Ð¸ÑÐµÐºÑÑÑÑ Ð¿ÑÐµÐ´Ð¿ÑÐ¸ÑÑÐ¸Ñ
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð¼Ð°Ð³Ð¸ÑÑÑÐ°
titleType: Subtitle
Creators: name: Ð¨Ð°Ð±Ð°Ð½, ÐÐ½ÑÐ¾Ð½
Publisher: name: Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³ÑÐºÐ¸Ð¹ Ð¿Ð¾Ð»Ð¸ÑÐµÑÐ½Ð¸ÑÐµÑÐºÐ¸Ð¹ ÑÐ½Ð¸Ð²ÐµÑÑÐ¸ÑÐµÑ ÐÐµÑÑÐ° ÐÐµÐ»Ð¸ÐºÐ¾Ð³Ð¾
Year: 2020
Subjects: ÐÑÐ¾Ð¼ÑÑÐ»ÐµÐ½Ð½ÑÐµ Ð¿ÑÐµÐ´Ð¿ÑÐ¸ÑÑÐ¸Ñ
ÑÐ¸ÑÑÐ¾Ð²Ð¾Ðµ Ð¿ÑÐµÐ´Ð¿ÑÐ¸ÑÑÐ¸Ðµ
Business Intelligence
Big Data
ÑÐ¸ÑÑÐ¾Ð²Ð¾Ð¹ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³
Ð±Ð¸Ð·Ð½ÐµÑ-Ð¿ÑÐ¾ÑÐµÑÑÑ

description: Ð¢ÐµÐ¼Ð° Ð²ÑÐ¿ÑÑÐºÐ½Ð¾Ð¹ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð¹ ÑÐ°Ð±Ð¾ÑÑ Ð¼Ð°Ð³Ð¸ÑÑÑÐ°: Â«ÐÐ½ÑÐµÐ³ÑÐ°ÑÐ¸Ñ Big Data Ð¸ BI Ð´Ð»Ñ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð° Ð² ÑÐ¸ÑÑÐ¾Ð²ÑÑ Ð°ÑÑÐ¸ÑÐµÐºÑÑÑÑ Ð¿ÑÐµÐ´Ð¿ÑÐ¸ÑÑÐ¸ÑÂ». Ð¦ÐµÐ»ÑÑ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ ÑÐ²Ð»ÑÐµÑÑÑ Ð¸Ð·ÑÑÐµÐ½Ð¸Ðµ Ð²Ð¾Ð·Ð¼Ð¾Ð¶Ð½Ð¾ÑÑÐ¸ Ð¸Ð½ÑÐµÐ³ÑÐ°ÑÐ¸Ð¸ Ð¿Ð¾Ð´ÑÐ¾Ð´Ð° Big Data Ð¸ Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÐ¾Ð² BI Ð² Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÐµ Ð¿ÑÐ¾ÑÐµÑÑÑ Ð¿ÑÐµÐ´Ð¿ÑÐ¸ÑÑÐ¸Ñ Ð² ÑÑÐµÑÐµ ÑÐ¸ÑÐµÐ¹Ð»Ð°, Ð¿ÐµÑÐµÑÐ¾Ð´ÑÑÐµÐ³Ð¾ Ðº ÐºÐ¾Ð½ÑÐµÐ¿ÑÐ¸Ð¸ ÑÐ¸ÑÑÐ¾Ð²Ð¾Ð³Ð¾ Ð¿ÑÐµÐ´Ð¿ÑÐ¸ÑÑÐ¸Ñ. ÐÐ°Ð´Ð°ÑÐ¸ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ: - ÑÐ´ÐµÐ»Ð°ÑÑ Ð¾Ð±Ð·Ð¾Ñ BI Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÐ¾Ð² Ð´Ð»Ñ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð°; - Ð¸Ð·ÑÑÐ¸ÑÑ Ð¾ÑÐ½Ð¾Ð²Ð½ÑÐµ Ð½Ð°Ð¿ÑÐ°Ð²Ð»ÐµÐ½Ð¸Ñ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸ Ð² ÑÐ¸ÑÑÐ¾Ð²Ð¾Ð¼ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ðµ, ÑÐµÑÐ½Ð¸ÐºÐ¸ Ð¾Ð±ÑÐ°Ð±Ð¾ÑÐºÐ¸ Ð´Ð°Ð½Ð½ÑÑ; - Ð¿Ð¾ÑÑÑÐ¾Ð¸ÑÑ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÐµ Ð±Ð¸Ð·Ð½ÐµÑ-Ð¿ÑÐ¾ÑÐµÑÑÑ ÑÐ¸ÑÑÐ¾Ð²Ð¾Ð³Ð¾ Ð¿ÑÐµÐ´Ð¿ÑÐ¸ÑÑÐ¸Ñ ÑÐ¸ÑÐµÐ¹Ð»Ð°; - Ð¿Ð¾ÐºÐ°Ð·Ð°ÑÑ Ð¼ÐµÑÑÐ¾ BI Ð² ÑÐ¸ÑÑÐ¾Ð²Ð¾Ð¹ Ð°ÑÑÐ¸ÑÐµÐºÑÑÑÐµ Ð¿ÑÐµÐ´Ð¿ÑÐ¸ÑÑÐ¸Ñ; - Ð¾ÑÐµÐ½Ð¸ÑÑ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÑ Ð²Ð½ÐµÐ´ÑÐµÐ½Ð¸Ñ BI ÑÐ¸ÑÑÐµÐ¼Ñ. ÐÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ðµ Ð²ÑÐ¿Ð¾Ð»Ð½ÑÐ»Ð¾ÑÑ Ð½Ð° Ð±Ð°Ð·Ðµ ÐÐÐ Â«ÐÐ¶ÐµÐ¹ Ð­Ñ Ð­Ð¹ ÐÑÑÐ¿Ð¿Â», (ÐÐ¾ÑÐºÐ²Ð°). ÐÐµÑÐ¾Ð´Ñ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ: ÐÑÐ¸Ð¼ÐµÐ½ÑÐ»Ð¸ÑÑ Ð¾ÑÐ½Ð¾Ð²Ð½ÑÐµ Ð¾Ð±ÑÐµÐ½Ð°ÑÑÐ½ÑÐµ Ð¼ÐµÑÐ¾Ð´Ñ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ: Ð¼ÐµÑÐ¾Ð´ Ð°Ð½Ð°Ð»Ð¸Ð·Ð°, ÑÑÐ°Ð²Ð½ÐµÐ½Ð¸Ñ, ÐºÐ»Ð°ÑÑÐ¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¸, Ð°ÑÑÐ¸ÑÐµÐºÑÑÑÐ½Ð¾Ð³Ð¾ Ð¼Ð¾Ð´ÐµÐ»Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ, ÑÐºÑÐ¿ÐµÑÑÐ½Ð¾Ð¹ Ð¾ÑÐµÐ½ÐºÐ¸, Ð¸Ð½ÑÐ¾Ð³ÑÐ°ÑÐ¸ÐºÐ¸, Ð° ÑÐ°ÐºÐ¶Ðµ Ð½Ð°ÑÑÐ½Ð¾Ð³Ð¾ Ð¾Ð±Ð¾Ð±ÑÐµÐ½Ð¸Ñ. ÐÑÐ½Ð¾Ð²Ð½ÑÐµ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÑ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ: - Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½ Ð¾Ð±Ð·Ð¾Ñ 20 Ð¾ÑÐ½Ð¾Ð²Ð½ÑÑ BI Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÐ¾Ð² Ð´Ð»Ñ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð°; - Ð¸Ð·ÑÑÐµÐ½Ñ Ð¾ÑÐ½Ð¾Ð²Ð½ÑÐµ Ð½Ð°Ð¿ÑÐ°Ð²Ð»ÐµÐ½Ð¸Ñ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸ Ð² ÑÐ¸ÑÑÐ¾Ð²Ð¾Ð¼ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ðµ, ÑÐµÑÐ½Ð¸ÐºÐ¸ Ð¾Ð±ÑÐ°Ð±Ð¾ÑÐºÐ¸ Ð´Ð°Ð½Ð½ÑÑ; - Ð¿Ð¾ÑÑÑÐ¾ÐµÐ½Ñ 3 Ð¾ÑÐ½Ð¾Ð²Ð½ÑÑ Ð±Ð¸Ð·Ð½ÐµÑ-Ð¿ÑÐ¾ÑÐµÑÑÐ° Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð° Ð² ÑÐ¸ÑÐµÐ¹Ð»Ðµ, Ñ ÑÑÐ¾ÑÐ½ÐµÐ½Ð½ÑÐ¼ Ð¼ÐµÑÑÐ¾Ð¼ BI Ð¸ Big Data; - ÑÐ¾Ð·Ð´Ð°Ð½Ð° ÑÐµÑÐµÑÐµÐ½ÑÐ½Ð°Ñ Ð¼Ð¾Ð´ÐµÐ»Ñ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð¾Ð³Ð¾ Ð±Ð¸Ð·Ð½ÐµÑ-Ð¿ÑÐ¾ÑÐµÑÑÐ° (Ñ BI Ð¸ Big Data); - Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð° Ð¾ÑÐµÐ½ÐºÐ° ÑÐºÐ¾Ð½Ð¾Ð¼Ð¸ÑÐµÑÐºÐ¾Ð¹ ÑÐµÐ»ÐµÑÐ¾Ð¾Ð±ÑÐ°Ð·Ð½Ð¾ÑÑÐ¸ Ð²Ð½ÐµÐ´ÑÐµÐ½Ð¸Ñ BI ÑÐ¸ÑÑÐµÐ¼Ñ, Ð¾ÑÐµÐ½ÐµÐ½Ñ Ð¿ÑÐµÐ¸Ð¼ÑÑÐµÑÑÐ²Ð°, ÑÐ´ÐµÐ»Ð°Ð½Ñ Ð²ÑÐ²Ð¾Ð´Ñ Ð¿Ð¾ Ð´Ð°Ð»ÑÐ½ÐµÐ¹ÑÐ¸Ð¼ Ð²Ð¾Ð·Ð¼Ð¾Ð¶Ð½ÑÐ¼ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸ÑÐ¼. ÐÐ°ÑÑÐ½Ð°Ñ Ð½Ð¾Ð²Ð¸Ð·Ð½Ð° Ð·Ð°ÐºÐ»ÑÑÐ°ÐµÑÑÑ Ð² ÑÐ¾Ð·Ð´Ð°Ð½Ð½Ð¾Ð¹ ÐºÐ»Ð°ÑÑÐ¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¸ ÐºÐ¾Ð½ÐºÑÐµÑÐ½ÑÑ ÑÐ¸Ð¿Ð¾Ð² Big Data, ÐºÐ¾ÑÐ¾ÑÑÐµ Ð½ÐµÐ¾Ð±ÑÐ¾Ð´Ð¸Ð¼Ð¾ Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°ÑÑ Ð² Ð¾Ð¿ÑÐµÐ´ÐµÐ»ÐµÐ½Ð½ÑÑ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÑ Ð¿ÑÐ¾ÑÐµÑÑÐ°Ñ, ÑÐ°ÐºÐ¶Ðµ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐ°Ð½Ñ Ð°Ð»Ð³Ð¾ÑÐ¸ÑÐ¼Ñ Ð°Ð½Ð°Ð»Ð¸ÑÐ¸ÐºÐ¸ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÑ Ð´Ð°Ð½Ð½ÑÑ Ð² ÑÐ¸ÑÑÐ¾Ð²Ð¾Ð¼ Ð¿ÑÐµÐ´Ð¿ÑÐ¸ÑÑÐ¸Ð¸ Ñ Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ð¸ÐµÐ¼ BI.
description: Theme of the Master graduate qualification paper: âIntegration of Big Data and BI for marketing in digital enterprise architectureâ. The purpose of the study is to study the possibility of integrating the Big Data approach and BI tools in the marketing processes of the enterprise in the field of retail, moving to the concept of a digital enterprise. Tasks of the study: - make an overview of BI tools that are used in marketing; - to study the main areas of activity in digital marketing, techniques of data processing; - build marketing business processes of a digital retail enterprise; - show the place of BI in the digital architecture of the enterprise; - evaluate the implementation results of the BI system. The study is performed on the basis of JSA Group LLC (Moscow). Research methods: The basic general scientific research methods were used: the method of analysis, comparison, classification, architectural modeling, expert judgment, infographics, as well as scientific generalization. The main results of the paper: - a review of 20 basic BI tools for marketing; - studied the main areas of activity in digital marketing, techniques of data processing; - 3 main business processes of marketing in retail were built (with specified BI and Big Data place); - created a reference model of the marketing business process of retail (with BI and Big Data); - an assessment of the economic feasibility of implementing the BI system was carried out, the advantages were evaluated, conclusions were drawn on possible research. The scientific novelty of the study consists in the created classification of specific types of Big Data that must be used in certain marketing processes, and marketing data analytics algorithms have been developed in a digital enterprise using BI.