Chapter 2 Big Data Analytics in Predicting Consumer Behavior
Introduction
With the advent of the internet and consumers being exposed to new technology, it has become harder for marketers to predict ever-evolving consumer behavior. Machine learning has allowed studying buyer behavior and has made it easier to anticipate the buyer’s next move for future purchases. Electronic commerce has made it more complex for consumers to buy products as nowadays there are a vast number of options along with comparisons. Overexposure to digital platforms requires a deeper scrutiny of these digital platforms. Data analytics tools are being used to track the digital footprint of the buyers. Marketers need to infer the relevant ...
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