Big Data Analytics in Ecommerce Business

CRITICAL ANALYSIS OF ADVANTAGES OF BIG DATA IN BUSINESS.
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2CRITICAL ANALYSIS OF ADVANTAGES OF BIG DATA IN BUSINESS
Abstract
This report will highlight importance of big data analytics in ecommerce business and cover its
different aspects such as the advantages, disadvantages as well as the cost factors. Big data
analytics play an important role in the organizational tasks and the business decisions that are
being taken by the leaders and the managers within the organizations. By the end of this study,
the reader will be able to understand the different requirements and considerations associated to
the implementation of big data analytics within the ecommerce business organizations.

3CRITICAL ANALYSIS OF ADVANTAGES OF BIG DATA IN BUSINESS
Table of Contents
Chapter 1: Introduction........................................................................................................7
1.1 Background............................................................................................................7
1.2 Problem Statement.................................................................................................8
Aim, Objectives and Research questions.........................................................................9
Research Structure.........................................................................................................10
Chapter 2: Literature Review.............................................................................................12
2.1 Concept of big data analytics...................................................................................12
2.2 Concept of e-commerce business............................................................................13
2.3 Relationship between big data analytics and ecommerce business.........................13
2.4 Business Intelligence for E-commerce using Big Data Analytics...........................15
2.5 Gap in literature:......................................................................................................15
Chapter 3: Research Methodology....................................................................................17
3.1 Introduction..............................................................................................................17
3.2 Method Outline........................................................................................................17
3.3 Research Philosophy................................................................................................18
3.3.1 Justification for selection of the chosen Philosophy.........................................18
3.4.1 Justification for selection of the chosen Approach...........................................19
3.5 Research Design......................................................................................................19
3.5.1 Justification for selection of the chosen Design...............................................19

4CRITICAL ANALYSIS OF ADVANTAGES OF BIG DATA IN BUSINESS
3.6 Data Collection Method...........................................................................................20
3.6.1 Data Sources.....................................................................................................20
3.6.2 Data Techniques...............................................................................................20
3.7 Population and Sample............................................................................................21
3.7.1 Sampling Technique.........................................................................................21
3.7.2 Sample Size......................................................................................................21
3.8 Ethical Considerations.............................................................................................21
3.9 Research Limitations...............................................................................................22
3.10 Time Horizons.......................................................................................................22
3.11 Expected outcome..................................................................................................23
Chapter 4 – Data Analysis.................................................................................................25
4.1 Introduction..............................................................................................................25
4.2.1 Qualitative Analysis: For Users............................................................................26
Q.2 Where is your company/ organization in the process of implementing big data
initiatives?..................................................................................................................................27
Quantitative Analysis: For Amazon Employees............................................................33
Impact on e-commerce business intelligence............................................................33
Opportunities in e-commerce using big data.............................................................34
Skills required to work with big data.........................................................................34
Summary........................................................................................................................35

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Chapter 5: Conclusion and Recommendations..................................................................36
5.1 Conclusion...............................................................................................................36
5.2 Linking with the objectives.....................................................................................36
5.3 Recommendations....................................................................................................38
5.4 Limitations of the study...........................................................................................39
5.5 Further scope of the study........................................................................................39
References..........................................................................................................................40

6CRITICAL ANALYSIS OF ADVANTAGES OF BIG DATA IN BUSINESS
Chapter 1: Introduction
1.1 Background
There has been increase in use of internet by individuals all over the world. People are
focusing towards online shopping rather than traditional offline shopping. The e-commerce
market has been capitalizing the retail market all over the world (Laudon and Traver 2016).
There have been various websites and companiesestablished in the market including Amazon
and Walmart which are providing online e-commerce business over the internet. These large e-
commerce companies have been using various tools and strategies in their business. Big data has
been a new concept that has been helping in managing and analyzing data volume. There has
been increase in the sources of data and information in e-commerce industry. These sources
include customers and over the internet sources (Akter and Wamba 2016). Therefore, there have
been issues faced by companies regarding management and storage of data and information.The
increase in focus on the concept of the Big Data and its possibilities of achievement of
controlling most of the sectors of the IT industries, gives it a corner to be viewed as the latest
solution for the organizations to adopt. Although, most of the organizations and generally the
small scaled organizations fails to favorably implement the analytical and technological
framework to implement some of the functionality of the Big Data.
This research has focused on understanding different aspects of big data and its
implementation in e-commerce companies. This research has focused on current market trends,
behavior of customers and strategies of decision making strategies. There has not been much
research done in different aspects of big data.

7CRITICAL ANALYSIS OF ADVANTAGES OF BIG DATA IN BUSINESS
1.2 Problem Statement
The major problem focused in this research has been related to the management and
analyzing of data and information in the e-commerce industry. Various companies have not
been able tomanage huge volume of data and information of customers and products. Manual
entry of data has been creating a lot of human errors and increases complexity for management
of data. Therefore, implementation of big data technology has been helping in managing data and
information of companies (Ryżko et al. 2016). The Big Data is not only applied for the
businesses with high budget, it can be applied to small businesses too. The small enterprises can
also gain the benefits of the large set of data of the offline and online information, they can
utilize the data-driven outcomes for the growth of the organization. Even though many of the Big
Data outcomes concerns the enterprises which have all resources that are helpful to hire the
research firms and data scientists. There are many ways which the small firms can use to
analyze, gather and make sense of the data that they already acquire.
Aim, Objectives and Research questions
This research aims at analyzing the impact of big data in e-commerce organizations in the
market. This research focuses on the advantages and disadvantages of big data in e-commerce
industry.
Following are the objectives of the research:
1. To identify the most important advantages of big data analytics in the field of ecommerce
business in today’s world.
2. To identify the ways in which the big data advantages of the ecommerce business can be
positively channelized in way to achieve better business results as well as improved
employee productivity within the organizations.

8CRITICAL ANALYSIS OF ADVANTAGES OF BIG DATA IN BUSINESS
3. To identify the possible threats or other options that have the capability to replace big
data operations in the future within the organizations especially in the ecommerce
segment of business.
Following are the research questions:
1. To identify the most important advantages of big data analytics in the field of ecommerce
business in today’s world.
2. To identify the ways in which the big data advantages of the ecommerce business can be
positively channelized in way to achieve better business results as well as improved
employee productivity within the organizations.
3. To identify the possible threats or other options that have the capability to replace big
data operations in the future within the organizations especially in the ecommerce
segment of business.
Research Structure
There are five chapters discussed in the research study including Introduction, Literature
Review, Research Methodology, Data findings and analysis, conclusion and recommendation.
The first chapter of the research is selected as the introduction that will consist of the aim,
research topic and the objective of the research. The aim of the research will analyze the Big
Data technology for the calculation of the technological power that is required to meet its usage.
For achieving the objective of the research, three question are derived. The main objective of the
research will be analysed with the help of the research question that helps to find the main path
of the project work. It also helps to find the challenges in the research project.
The second chapter of the research will provide the literature review that is focused on
the Big Data application in the small organizations. The theoretical framework is also given that