BIG DATA IN THE CONDITIONS OF INNOVATIVE DEVELOPMENT OF THE DIGITAL ECONOMY

The purpose of the article is to clarify the essence of the digital economy, to determine the degree of its influence on the conditions of activity and management of business entities, to determine the prerequisites and opportunities for adjusting the system of values, priorities and guidelines in order to build new models of management of business entities with the help of BIG DATA. The article examines the content of the categories «digital economy», «digitalization» and BIG DATA, highlights the key components of the digital economy. It has been established that the introduction of digitalization elements by business entities significantly increases the possibilities of new management formats of consumer market entities, affects the degree of their economic development, competitiveness, etc. The difficulties faced by the process of digitization and the development of the digital economy in Ukraine are considered, the country's place in the Global Digital Competitiveness Rating, as well as the indicators of Ukraine's innovative development are examined The positive aspects of the «digital transformation of the economy» are singled out. It is claimed that the rapid development of the digital economy led to the development of new technologies — Big Data, the use of which significantly simplifies the processing of large data sets through the use of digital methods and tools. The main indicators of identifying the dynamics of the development of the global Big Data market (aggregate income of the Big Data market and losses of Big Data market subjects from data leakage) were studied, based on which conclusions can be drawn about its permanent expansion. It is noted that the main goal of the Big Data system is to transform complex data into accessible information to simplify the process of making management decisions in real time. A list of Big Data Analytics software is offered, which is used for effective data processing and achieving a competitive advantage in the market, and its software analytical tools allow you to monitor customer needs, current market changes and other valuable information. Apache Hadoop is highlighted among the most popular analytics tools for working with Big Data; Spark; Cassandra and Talend, their brief technical characteristics are given. Based on the results of the research, the conclusions are formulated that Big Data allows businesses to identify new opportunities and create new types of companies, and to use the information obtained to optimize business processes.