Title:	AN EFFECTIVE HYBRID DATA ANALYTICS TECHNIQUE FOR A 360-DEGREE VIEW OF CUSTOMER DATA
Author(s):	Majdah Al Nefaie, Siva Muthaly and Siva Muthaly
ISBN:	978-989-8704-42-9
Editors:	Yingcai Xiao, Ajith Abraham, Guo Chao Peng and Jörg Roth
Year:	2022
Edition:	Single
Keywords:	Big data, Online Services, 360-Degree Customer View, Data Analytics, Digital Transformation
Type:	Short Paper
First Page:	223
Last Page:	226
Language:	English
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Full Contents:	click to dowload
Paper Abstract:	Digital transformation has increased the importance of big data analytics. The growth of customer data generated through multiple sources, such as physical stores, online stores and services, social media platforms and multimedia applications, has created complexity in understanding customer behaviours and other related business patterns, such as sales and revenue growth. This means that organisations need a 360-degree view of their customer data from multiple sources to create customer journey recommendation systems and gain business, sales and revenue insights. Big and quantitative data, such as data collected from face-to-face surveys from customers in physical stores, have played a critical role in organisational decision making. However, big data requires precise analytical methods and techniques to ensure its credibility and the efficiency of its outputs to the related business. This research paper presents a hybrid big data analytics technique that uses multiple sources of big data from online services and quantitative data collected from face-to-face physical semi-government customer service centres. The study model has been implemented in mega projects such as COVID vaccine centres for semi-government organisations in Saudi Arabian. The output of the study is presented a 360-degree customer view for top management and business developers that helps provide a reliable view of and access to the customer information that businesses and organisations need, such as information on the customer journey combined with sales and revenue forecasts.
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