Abstract
This study analyzes the dynamics in the development and use of new, innovative technologies based on big data as they allow companies to expand their range of services, using large amounts of data, which in turn enables them to obtain economic benefits. Big data is often used as a tool for undertaking managerial tactical decisions rather than strategic. Using the practices of a Kazakh telecommunications company as an example, this study demonstrates how the potential of big data is limited to the decision-making tool and suggests how big data technology can improve the efficiency of the strategic management.