We know the creation and usage of data has been increased exponentially all around the globe. This incredible increase in infinite data sets becomes the root of Deep learning(AI) to emerge as the hottest tech trend everywhere. In the previous article, we have discussed such uses cases of Deep learning in social media especially Facebook, and now we are going to see how big data is being used efficiently by the top e-commerce industry leaders, and what are the use cases of big data analytics in the e-commerce industry?
I just want to explore you a common live time scenario as an example, that we often face while surfing online!!
Have you ever seen an ad on Facebook, Twitter or on a website that shows a product which you have browsed in an e-commerce website a week before?? If you have seen this, you have become the targeted customer of them for the preferred product item. They used to show their ads again and again, and send you marketing campaigns, or sales pitches through any medium until you made a purchase, or even after the purchase. Why this is happening? How do they know you have browsed for a product?
Because All our actions on an e-commerce website are kept stored along with cookies and browsing histories, then that information will be transformed into data or data sets. Based on that data, e-commerce businesses will send you enhanced marketing campaigns, sales pitches, special deals, offers and etc.
This is one of the big data concepts that e-commerce websites often used in order to strengthen their sales funnels and this will be the main objective using big data in e-commerce.
E-commerce websites like Amazon or don’t have any option to maintain user retention. So, they just need to track the customers and target them based on their location, age, interests, shopping behaviors and so on with the optimized advertisements. Since this kind of customer targeting brings a huge ROI, they believe data analytics along with advertisements as the backbone of business growth.
In 2017, Amazon has become the fourth-largest advertiser in the U.S along with the massive investment of $3.4 billion on advertisements. Reference adage.com
Also by 2017, the annual marketing of Amazon was $10.070 billion dollars. Reference : spinutech.com
So, it is clear that all the e-commerce sites are believing that, advertisements as the main source for their revenue, But, before executing those optimized marketing campaigns they have to analyze their customers with data analytics. This is how big data works in e-commerce
Let’s discuss what are all the use case of big data in e-commerce
This analytics can be used to analyze what will be the trend and what will create a buzz in social media by predicting the future with forecasting algorithms. Also, predictive analytics is used to determine what a customer can buy in future this can be known as sentimental analysis, which will analyze what a customer discussing e-commerce products on social media.
Using real-time analytics in big data can help retailers to enable the best price for goods by tracking through the transactional records, competitors, and other things. So this is why the pricing of a particular product in an e-commerce store often varies.
For websites like Amazon, it is very important to execute accurate forecasting on demand, because it is very complex to manage their inventories on shelves. Amazon uses some real time forecasting tools to track the historical data and those tools will have the provision of assessment in demand fluctuations.
I. 89% of customers are refused to buy a product in an e-commerce portal, after experiencing poor service with them.
II. 83 % of customers often require immediate customer support while purchasing a product online.
Big data lets the business to create a 360-degree view on users in order to bring stressless and optimized customer experience by compiling the previous online/offline transactions, social media discussions, product reviews and etc.
Big data can help e-commerce businesses to create dynamic websites that are filled with the relevant products by tracking the previous purchase history and browsing details of a customer.
Big data can be used to personalize the purchase by avoiding the cart abandonment. A statistics report that a huge volume of customers has been failed to make purchases at the last minute, even the product has been listed into the cart. Businesses and retailers can use big data to offer personalized customer experience in order to prevent such cart abandonment.
Micro-moments are the trend and hot topic on the e-commerce industry last year, and this will be the trend of 2019 and 2020 too. Every customer looks for an immediate solution while purchasing. Around 70% of sales are made through smartphones. So retailers focused to improve the micro-moment decisions by connecting the smartphone technologies with big data analytics. Refer : medium.com
It is clearly shown that big data is directly impacting the increase in sales conversion, increase in customer experience, increase in revenue through advertisements, and finally increase in ROI. As listed above there is ‘N’ number of use cases can be derived while using big data in e-commerce. We have mentioned the top use cases of big data in e-commerce.
We at bibrainia focus on e-commerce industries to startups and brands to leverage big data analytics to bring better customer experience and increase the sales conversions.