Use of Big Data in eBay

Use of Big data in eBay
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Table of Contents
Executive Summary.........................................................................................................................2
Introduction......................................................................................................................................3
Big Data Use Cases.........................................................................................................................3
Optimizing customer relationships..............................................................................................4
Personalized advertisements........................................................................................................5
Critical Analysis of Big Data Technologies....................................................................................6
Familiarity with consumers..........................................................................................................6
Search engine...............................................................................................................................6
Reaching the right consumers......................................................................................................6
Control to consumers...................................................................................................................7
Optimizing digital marketing.......................................................................................................7
Big Data Architecture Solution.......................................................................................................8
Qubole Data Services (QDS).......................................................................................................8
eBay Technology Stack...............................................................................................................8
Big data challenges and opportunities.......................................................................................10
Future use of Big Data in eBay..................................................................................................10
Conclusion.....................................................................................................................................11
References......................................................................................................................................12
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Executive Summary
eBay uses the big data system to make shopping a successful experience for its
customers. The company does so by analyzing different sets of information available from the
big data software’s. eBay uses two data warehouses and the Hadoop software framework for
storing and clustering of information. The system used by eBay enables clustering the search for
different goods, merchandising and handling customer recommendations. The objective for using
such a technology is to understand the customers of the company better. eBay utilizes the big
data system to handle millions of customer and third party queries each day and to perform back
end operations. The company uses Linux databases for storing and processing such huge data.
eBay uses the big data system to facilitate analyzing its target customers and their preferences.
Accordingly the company develops effective marketing and advertising tactics. My Big data
strategy is “Using big data for marketing campaign to increase eBay plus customers.”
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Introduction
Big data refers to large and complex data sets which cannot be processed by using
conventional database management tools. When there is a huge set of data it becomes difficult
for the traditional database system to capture and curate them. Big data software tools help in
managing and processing such information within a considerable amount of time at a very high
speed. Volume, variety and velocity are the three main challenges that big data software’s help in
overcoming. In order to handle such huge unstructured sets of information, inductive statistic
techniques and nonlinear system identification tools are used by big data. Big data serves as an
important tool for government authorities, science and research institutes and the private sector
firms for analyzing huge sets of data for meeting consumer need and to take strategic business
decisions (Allam & Dhunny, 2019).
The digital advertising and marketing industry has evolved highly in the past decade. It is
capable of capturing unstructured data of huge volume and processes it in a manner such that
valuable insights can be developed. The digital industry is capable of establishing spot trends and
patterns which help in discovering new relationships and provide competitive advantages to
different firms. This has created a shift in the manner in which organizations advertise and
market their products or services. Big data technology enables organizations to effectively
capture large volumes of data and use the same for handling bulk transactions and conducting
research for developing greater market opportunities. Companies such as eBay use the big data
software systems for managing customer queries, merchandizing and to handle various types of
back end operations (Santos, Martinho, & Costa, 2017).
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