IMPLEMENTATION OF BIG DATA ANALYTICS FOR BETTER CUSTOMER EXPERIENCE – Analytics Insight

With digital transformation and innovation, access to a huge pile of information as well as data which includes buying behaviour and preferences of customers has become easily available. Unlike traditional CRM information, data is now collected increasingly from blogs, social media posts through the use of smartphones and other digital sources. This varied information and data are known as big data. (Dutta, 2021)

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