Big Data in Customer Acquisition and Retention for eCommerce – Taking Walmart as an Example

DOI

10.2991/assehr.k.211209.043How to use a DOI?

Keywords

Big Data ecosystem; Customer Acquisition; Customer Retention; Loyalty Program; Customer Experience

Abstract

Since 2012, Big Data has been attached more and more importance by companies in this data exploding era. Companies utilize Big Data Analytics to make data driven decisions in many aspects of the business to gain competitive advantages. This paper mainly focuses on analyzing how e-commerce companies use big data analytics to boosts their customer acquisition and retention and propose a feasible framework to apply big data analytics based on a case study of Walmart. It also brings the limitation and concerns of using big data in the last section to remind companies to utilize it in the right way. It’s worth mentioning that although this paper mainly studies an e-commerce company, Walmart, due to its in-nature advantages of easy access to a ton of in-house customer data, the conclusion, framework and methodology can be generalized to other types of companies as well. Besides, it’s been observed that there are still companies struggling to embed big data analytics into their company ecosystem during the pandemic in which companies move their business online to survive. The research is done in this paper hopefully can bring some inspiration to those companies and help them adopt big data technologies.

Copyright

© 2021 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Panfeng Cao
PY  - 2021
DA  - 2021/12/15
TI  - Big Data in Customer Acquisition and Retention for eCommerce – Taking Walmart as an Example
BT  - Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)
PB  - Atlantis Press
SP  - 259
EP  - 262
SN  - 2352-5428
UR  - https://doi.org/10.2991/assehr.k.211209.043
DO  - 10.2991/assehr.k.211209.043
ID  - Cao2021
ER  -