Business intelligence using Big

Data Cases
E-commerce: Flipkart
Use of big data use case in e-commerce
business
• To stay one step ahead from
competitors.
• Determine best products.
• Appropriate market price.
• Modes of advertisement.
• Maximize profits.
Big Data is impacting the world of e-
commerce
 The Big Data Strategy Document Sections
Business Strategy
To replace Amazon raising its fund by 1 billion USD

Business Initiatives
Company uses four digital initiatives for business

Outcomes and CSFs

• Customer satisfaction and acquire top position in retailing
industry of the country

Tasks
Develpoing its market globally

Social media Online

Websites Mobile app
advertisements
4
Targeted business strategy of Flipkart

• To replace Amazon and be the

top retailing company of the
country.
• To raise its fund by 1 billion
USD to invest in several
businesses and organizations.
• To become the first priority for
buyers and sellers.
Continued…

• Customer centric with strategy of genuineity.

• Smart and dynamic STP.
• Bearing short-term pain for achieving long-
term profit.
• Strategy of providing personalized services.
• Put the customer as priority.
Business initiatives
The company uses several digital initiatives for success an
these are
Social media initiatives
• 3600 social media initiatives.
• Social media lessons.

YouTube

Twitter LinkedIn
Facebook

Teach blog-
Flipkart
On the Flip Blogs
stories
Side
Web initiatives
• Flipkart affiliated programs
• Search Engine Optimization (SEO).
Online advertisement initiatives

Outcomes
• SEO initiatives make the
company able to derive
traffic to about 46.5%.
• Global rank 196.
• Country rank 7.
• Closest competitor is
Amazon.
• Flipkart receives about 8-
10% of the overall profit
from e-commerce
engagement.
• Word of mouth publicity.
Critical Success Factors
(CFSs)
• Develop wide range of
network.
• Digital advertisement.
• Explore overall market of
the country.
• Most innovative ad “
Training Father for Big
Billion Day”
• Wide application portfolio.
• Higher ratings and
sponsored reviews.
OLTP (Online Transaction Processing)

• Records daily business interactions of the company.

• Efficiently stored transactional data in a consistent way.
• Work with operational databases.
• Flipkart uses MySQL.
OLAP (Online Analytical Processing)

• Organized for supporting complex analysis.

• Helpful in extracting business intelligence information.

The OLAP Process

OLAP Cube
ETL (Extract, Transform, and Load)

• Used to collect data from multiple sources.

• It uses staging tables.
• Involves 8 operations.
• Example: Oracle data integrator, IBM Infosphere.
References
Akter, S., & Wamba, S. F. (2016). Big data analytics in E-commerce: a systematic review and
agenda for future research. Electronic Markets, 26(2), 173-194.
Bhatt, D. (2018). Big Data Analytics for" Sensible Marketing". Sansmaran Research Journal, 1-5.
Biswas, N., Chattopadhyay, S., Mahapatra, G., Chatterjee, S., & Mondal, K. C. (2017, March).
SysML Based Conceptual ETL Process Modeling. In International Conference on Computational
Intelligence, Communications, and Business Analytics (pp. 242-255). Springer, Singapore.
Data Architecture Guide. Microsoft Docs. https://docs.microsoft.com/en-
us/azure/architecture/data-guide/
Data processing architectures – Lambda and Kappa. Ericsson Research Blog.
https://www.ericsson.com/research-blog/data-processing-architectures-lambda-and-kappa/
Gupta, S., & Narayandas, D. (2016). Flipkart: Transitioning to a Marketplace Model.
Huang, G., Cheng, X., Wang, J., Wang, Y., He, D., Zhang, T., ... & Li, Q. (2019, June). X-Engine:
An Optimized Storage Engine for Large-scale E-commerce Transaction Processing. In Proceedings
of the 2019 International Conference on Management of Data (pp. 651-665). ACM.
Kam, B., Aggarwal, A., & Madani, S. (2019). EXTENDING SUPPLY NETWORK AND
BUILDING CUSTOMER CONNECTIVITY: THE FLIPKART STORY. In International
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