An Intelligent Approach for Data Analysis and Decision Making in Big Data: A Case Study on E-commerce Industry

A recent informational phenomenon has emerged as one of the considerable innovations in information systems, commonly referred to as "Big Data". The latter is currently trendy, both in academia and industry, and is used to describe a wide range of concepts, from data extraction, storage, and management, to data processing and analysis using well-known schemas, to extract patterns in hidden relationships in order to make better decisions and to derive new knowledge using analytical techniques and solutions. The technology that enables the potential of big data to be exploited is called "Big Data Analytics". Big data analytics is a major challenge that enables researchers, analysts and business users to make better decisions faster. Big Data became an important part of marketing research and marketing strategies. The e-commerce industry is one of the industries that currently benefits most from the potential of big data collection and analysis. This paper therefore aims to demonstrate the use of big data to understand customers and to improve and facilitate the decision making process. In this research, we apply multiple machine learning (ML) models on large dataset present in the e-commerce area by studying several practical cases on online markets.

@article{Zineb2021,
  title     = {An Intelligent Approach for Data Analysis and Decision Making in Big Data: A Case Study on E-commerce Industry},
  journal   = {International Journal of Advanced Computer Science and Applications},
  volume    = {12},
  number    = {7},
  year      = {2021},
  publisher = {The Science and Information Organization},
  author    = {EL FALAH Zineb and RAFALIA Najat and ABOUCHABAKA Jaafar},
  doi       = {10.14569/IJACSA.2021.0120783},
  url       = {https://doi.org/10.14569/IJACSA.2021.0120783}
}