Fecha de publicación: 25/11/2022 Fuente: Wipo "BigData" Investigation of the use of big data in the context of e-commerce precision marketing applicationsABSTRACTThe amount of data in the digital cosmos will expand by 61% by 2025, reaching 175 zettabytes, according to IDC. E-commerce consumes a significant amount of the digital universe, which is the source of client data such as social media activities, geolocation services, browser histories, and incomplete online purchases. The analysis of customer data provides internet businesses with a competitive advantage over their rivals. When an e-commerce company uses big data analytics, it can gain a deeper understanding of how its consumers' purchase patterns correspond to market shifts. Consequently, many organisations adapt their marketing campaigns to better meet the preferences of their clients. In addition to developing new items to fulfil the demands of their clients, they ensure that their personnel continue to provide the excellent service that their customers have grown to expect. Big data has the potential to substantially transform e-commerce. This study models and learns from the previous user data of e-commerce enterprises in order to develop a more successful and accurate marketing plan for how people purchase goods. As part of the process, a user value model is constructed. The purpose of the inquiry is to increase the effectiveness and precision of the plan. Based on the information presented, online shoppers can be categorised into four groups. The evaluation findings indicate that the improved performance of the revised big data technique is reliable. Moreover, the data suggest that analysing how people cluster together is an effective method for developing focused marketing tactics.