Big Data Analysis in E-commerce & Online Marketing Literature Review

This document presents a literature review focusing on the application of big data analysis in e-commerce and online marketing. It examines various research papers, including one that introduces a Technology Delivery System (TDS) using big data analytics to improve the supply side of innovation. The review also covers the role of big data in expanding access to financial services, particularly in China, and its impact on understanding consumer behavior through consumer analytics. Each reviewed article is analyzed for its objectives, methodologies, advantages, and limitations, providing a critical perspective on the current state of big data applications in these domains. Desklib offers a wealth of similar documents and study tools for students.