Big Data is gaining rapid popularity in e-commerce sector across the globe. There is a general consensus among experts that Saudi organisations are late in adopting new technologies. It is generally believed that the lack of research in latest technologies that are specific to Saudi Arabia that is culturally, socially, and economically different from the West, is one of the key factors for the delay in technology adoption in Saudi Arabia. Hence, to fill this gap to a certain extent and create awareness about Big Data technology, the primary goal of this research was to identify the impact of Big Data on e-commerce organisations in Saudi Arabia. Internet has changed the business environment of Saudi Arabia too. E-commerce is set for achieving new heights due to latest technological advancements. A qualitative research approach was used by conducting interviews with highly experienced professional to gather primary data. Using multiple sources of evidence, this research found out that traditional databases are not capable of handling massive data. Big Data is a promising technology that can be adopted by e-commerce companies in Saudi Arabia. Big Data’s predictive analytics will certainly help e-commerce companies to gain better insight of the consumer behaviour and thus offer customised products and services. The key finding of this research is that Big Data has a significant impact in e-commerce organisations in Saudi Arabia on various verticals like customer retention, inventory management, product customisation, and fraud detection.
Predictive analytics using big data for increased customer loyalty: Syriatel Telecom Company case study
