| Abstract | This paper investigates the changes in the e-commerce industry as a result of substantial digitization and technologies such as mobile commerce, online banking, and automated data collecting. The paper's focal point revolves around Big data and its potential of becoming one of a company's most valuable assets. Most of today's market leaders, such as Amazon, IBM, and Alibaba, rely on massive amounts of customer data generated and collected every second to understand their customers' wants, habits, and patterns, allowing them to create more personalized approaches to customer relationship management and marketing activities. Because every firm recognizes the value of Big data, a multidisciplinary profession known as data science has become an essential component of any e-commerce enterprise. It is used to extract information from both structured and unstructured data and then use that knowledge in a range of fields. The success of the SQL, domain-specific language, in analytic workload is utilized by data scientists in programming and managing data stored in relational database management systems. Because of tools such as SQL and their key quantitative metrics, companies can optimize their spending and be more effective in their performance on the market. Furthermore, one section of the paper compares structured relational databases to next-generation non-relational databases known as NoSQL, as well as heterogeneous data storage known as data lakes, whose primary function is to integrate a variety of data sources. Case studies on industry leaders IBM and Alibaba are also discussed, emphasizing their Big data strategy and approach to data analysis and data framework, decision making, and planning. Finally, the paper examines the implications of migrating the majority of companies from on-premises to the cloud, including SQL and NoSQL server databases, as well as the future of e-commerce. |
| Study programme | Title: Business economics; specializations in: Marketing in english, Managerial informatics, Management, Marketing, Trade and international business, Leadership
Course: Managerial informatics
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije) |
