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The Complete Guide to Business Analytics (Collection) by Thomas H. Davenport

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4. Analytics on Web Data: The Original Big Data

Bill Franks

Wouldn’t it be great to understand customer intent instead of just customer action? Wouldn’t it be great to understand your customers’ thought processes as they decide whether they’ll make a purchase? In the past it was virtually impossible to get answers to such questions. Today, they can be answered with the use of detailed web data. That’s what this chapter is all about.

There is no better way to understand what big data is all about than to see some specific examples of big data and how it can be used. Perhaps no big-data source is as widely used today as web data.

Note

The content for this chapter is based on a conference talk created with my colleague Rebecca Bucnis. We also generated ...

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