BIG DATA DRIVEN E-COMMERCE ARCHITECTURE

Abstract

Online businesses are increasingly investing in Big Data Analytics. Not only does it allow them to gain deeper insights into customer behavior and industry trends, but it also lets them make more accurate decisions to improve merchandising, marketing, customer retention, and every other aspect of their business. However, various problems may emerge particularly when the infrastructure of Big Data fails to perform optimally, hence leading to important intelligence and information to become unavailable or delayed. The essence of this study is not only to understand the benefits and challenges of applying Big Data Analytics but also to introduce a reference architecture as an optimum solutions to online businesses. The reference architecture represents the building blocks from which for every customer-specific situation an optimum solution can be designed by combining various technologies.

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