Big data as a tool helpful in communication management

The boundaries between the online and offline worlds have become irretrievably blurred, especially as mobile devices have proliferated. As a result, more and more activities are transferred to the Internet. Every activity in the network leaves a trace, which is why the volume of available data is growing rapidly. The amount of increasing information affects all market participants, and the necessity to constantly collect and process large amounts of data becomes an everyday reality. The aim of the article is to present the concept of big data and to indicate examples of the use of big data to manage marketing communication with the environment. It should be emphasized that not only data transfer devices, but also human interaction contribute to the creation of very large data sets. Acquiring and correctly interpreting them plays an important role in market entities in terms of management, including communication management. Contemporary multi-directional communication, including communication in a hypermedia environment, creates new challenges and threats. The article was prepared based on a literature review, research reports and an analysis of secondary sources. It also outlines the practical implications. The considerations provided are the basis for further activities and empirical research.