In 2023, the most active users of Big Data tools in Ukraine were retail, services, and medical institutions. At the same time, manufacturing companies, small businesses, and those engaged in education services have also started to demand such technologies.
Kyivstar analyzed the requests for 2023 from Ukrainian businesses. Based on this, Kyivstar has prepared analytics on which sectors of the Ukrainian market will see a growing need for Big Data tools.
Who needs Big Data
In particular, the distribution of new requests among business sectors in 2023 was as follows:
- 28.77% – retail (online and offline),
- 17.81% – catering establishments (restaurants, cafes, pizzerias, etc.),
- 12.33% – service sector,
- 13.70% – real estate,
- 9.59% – production,
- 8.22% – – beauty and sports (beauty salons, hairdressing salons, massage parlors, sports centers),
- 6.85% – medicine and veterinary medicine (medical and pharmacy institutions),
- 2.74% – education and self-development.
Conclusions from the study
“These figures illustrate a number of trends in the market. The retail sector traditionally has a high number of requests (28.77%) for Big Data products (in particular, targeted communication), and it continues to grow. In addition, there is an increase in demand for analytical products in this industry. The service sector is also actively interested in analytics (12.33%),” says Tetiana Yurchyshyna, Kyivstar’s B2B marketing director.
There is a clear increase in demand for Big Data products in a new and previously less active category – among manufacturers (9.59%), especially those who build their own sales channels.
Yurchyshina also notes that the number of requests for analytics and targeted SMS messages among pharmacies is growing (6.85%). Analysts predict that in the field of education and self-development, the demand for services to research their own audience and find similar potential customers will increase. In addition, the number of requests for recruitment of personnel in production professions is increasing.
What is Big Data and how it works
The technology is based on predictive models built on the analysis of a large amount of non-personalized and impersonal data, as well as machine learning algorithms.
Big Data algorithms allow you to profile your audience by almost 100 automated criteria. This helps to make predictions with a very high probability. In particular, these are forecasts of what needs a particular category of users has and what behavioral features they have. This profiling allows us to build better and more targeted communication with the target audience.
In 2023, the following Big Data tools developed by Kyivstar were popular:
- Email campaigns (targeted and triggered) – help build communication with the target audience, taking into account their gender, interests, needs, lifestyle, etc. among 100+ Big Data parameters.
- Customer analytics and portrait – helps you learn more about the characteristics and preferences of your customers (or how their needs have changed), segment your audience, adapt your product range, develop relevant offers, and build an appropriate marketing strategy.
- Geo-analytics and heat maps allow you to identify the most popular places among the target audience for opening or relocating a business, expanding its network, launching new transport routes, placing outdoor advertising, etc.
- Anti-fraud tools that help online stores fight digital fraud.
