‘Big data’ and artificial intelligence to fine-tune e-commerce

Before the coronavirus crisis broke out, 82% of Spanish companies were considering incorporating artificial intelligence (AI) technologies into their processes – including commercial ones –, which is nine points above the average. five large European countries with Germany at the head. Until then, its implementation was focusing on the areas of security (42%), process automation (31%) and customer service (29%).

However, the general adoption of IA within the Spanish corporate fabric, especially among small and medium-sized Spanish companies, is still almost a pipe dream. Tools such as ‘big data’ (the so-called big data and its intelligent use) can become essential so that SMEs can better understand their customers and, thus, anticipate changes in trends and consumer tastes.

The good use of data analysis is essential in the growth of a company, according to the consensus of experts. The clear example is Jeff Bezos’ Amazon emporium. The e-commerce giant collected information from more than 150 million accounts of its users to not only attract more purchases through the electronic channel, but even build customer loyalty by attracting them with their own tastes.

“About 29% of the sales we achieve are achieved through our recommendation engines, which suggest specific products to specific customers,” argues Bezos. His company’s predictive model is powered by hundreds of thousands of data. Amazon’s system, already patented by its founder, uses data from users’ previous activities within the ‘ecommerce’ platform.

This collection includes calculations of the time each person spends on the website, the links they have clicked, the duration of each visit, the activity in the Amazon shopping cart and also their “wish” list. , that is, your preferences for future purchases. Added to this are the customer’s interactions with the brand itself at some point. This is how the online sales giant almost always gets it right when it comes to presenting product and service offers to its users.

However, technology is also key in the distribution of these products. Every ‘Black Friday’ (the next one is celebrated on November 27, although it increasingly lasts several days before and after), online sales skyrocket. In Spain alone, parcel and logistics companies will move 50 million shipments on those dates, 30% more than in 2019, according to the UNO employer association.

To speed up deliveries and orders, companies are increasingly making use of artificial intelligence to anticipate demand and calculate peak demand. Its algorithms learn from previous years and prevent any workload that could ruin one of the days with the highest number of e-commerce deliveries.

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