1) For Customer Sentiment Analysis

Q1.
Identify use cases from any industries of your choice and elaborate on how Big Data analytics can be
used to transform those businesses.
1) For Customer Sentiment Analysis
The big data universe is filled with conversations, customer reviews, feedbacks and comments. With
increasing number of customer communication channels like social media, product review forums, etc. –it
is important for organizations to understand and analyses what customers say about their products or
services to ensure customer satisfaction. Big data and social media channels together help in analyzing
customer sentiments which gives organizations a clear picture on what they need to do to outperform their
competitors. Organizations leverage big data through various commercial Hadoop distributions that help
them analyze comments people make on social media websites or reviews people leave on various
forums. This enables organizations to immediately respond to any positive or negative comments
accordingly. Big data analytics not only helps organizations respond quickly to emerging problem but it
also helps them effectively connect with their customers and get a better understanding on what product
and services their customers find to be valuable. The outcome of sentiment analysis is less biased and can
be helpful for advertising programs, marketing programs and product development.
Example
How Delta Airlines uses Big Data for Customer Sentiment Analysis-
Airline companies are using sentiment analysis to analyze flyer tracking experience. Large airlines like
Delta, monitors tweets to find out how their customers feel about delays, upgrades , in-flight
entertainment , and more. For example, when a customer tweets negatively about his lost baggage with
the airline prior to boarding his connecting flight. The airline identifies such negative tweets and forwards
to their support team. The support team sends a representative to the passengers destination presenting
him a free first class upgrade ticket on his return along with the information about the tracked baggage
promising to deliver it as soon as he or she steps out of the plane. The customer tweets like a happy
camper rest of his trip helping the airlines build positive brand recognition
2) For Behavioral Analytics
48% of organizations use big data to unlock meaningful insights from customer behavior data. The beauty
of big data lies in understanding the customer behavior. Organizations are harnessing the power of big
data through behavioral analytics to deliver big value to businesses. Organizations that use behavioral
analytics to predict customer behavior have just gone up tenfold in adding value to their business.
Amazon has mastered the recommendation of products quite some time back based on customers interest
and various other companies like Spotify, Pinterest and Netflix are following the same suit
Example
How McDonald’s uses big data for behavioral analytics-
With more than 34K local restaurants serving 69 million customers across 118 countries , 62 million daily
customer traffic, selling 75 burgers every second, $27 billion annual revenue- McDonald's is using big
data analytics to gain lot more insight to improve operations at its various stores and enhance customer
experience. McDonald’s analytics system analyze data about various factors such as wait times,
information on the menu, the size of the orders, ordering patterns of the customers to optimize the
operations of its restaurants at specific locations.
3) For Customer Segmentation
With increasing customer acquisition costs, it has become important for organizations to target marketing
promotions effectively through customer segmentation. The information about a customer comes from
various sources like transactional data, social media, etc. Organizations correlate the profile information
of customers’ behavior on social media websites, purchase history - to reduce the customer acquisition
costs by targeting their customers with personalized offers that they would be interested in. Companies
have been successful in reducing their customer acquisition costs by 30% through big data analytics. A
Harvard Business Review publication stated that organizations have attained 70% improvement in their
conversion rates by targeted marketing promotions
Example
How Amazon uses big data for Customer Segmentation-
Just have a look at Amazon and see what products it recommends you to buy. The products recommended
by Amazon are probably different for you and your friend. How do they do it? Every time a user logs into
his or her Amazon account and makes purchases or browses various products on the site, Amazon collects
this data and the next time the customer’s returns, they offer them products based on their previous
purchase and browsing history. This also helps Amazon identify various trends amongst people who
make similar purchases. For instance, if 75% of the people who buy an Apple iPhone 6s also buy a power
bank, then Amazon offers power bank as a recommendation whenever somebody purchases an iPhone 6s.
By segmenting the customers based on their interests and purchase patterns, Amazon provides people
with more choices even if they are not looking to buy other products, thereby tempting them to make
additional purchases
4) For Predictive Support
Businesses nowadays want to peer into the future to boost revenues. Industries are developing predictive
models as a top priority by leveraging big data analytics.
Example
How Utica National Insurance Group uses big Data for Predictive Support-
Utica National Insurance Group uses predictive analytics to monitor continuously incoming credit reports
that can measure the risk appetite depending on a range of existing data rather than just considering the
credit score alone.
How Volkswagen uses Big Data for Predictive Support-
Volkswagen uses big data to support predictive marketing that helps Volkswagen build brand loyalty by
boosting its aftermarket service revenues. Volkswagen analyzed customer data from multiple sources,
vehicle data and the qualitative notes written by technicians to entice Volkswagen owners to come to its
service centers
5) For Fraud Detection
Financial crimes, fraudulent claims and data breaches are the most common challenges faced by
organizations across various industries. Fraud detection and prevention was a global problem across all
industries impacting the business of all organizations before the advent of big data analytics. Big data
analytics helps organizations detect, prevent and eliminate any kind of internal and external fraud. For
instance, the analysis algorithms can alert a bank that a debit or credit card has been stolen by someone by
identifying unusual behavior patterns on the card transactions. This helps banks to temporarily hold any
further transactions on the card while they contact owner of the card.
Example
How VISA uses Big Data for Fraud Detection-
The credit and debit card processing giant VISA uses big data analytics to potential frauds. Big data
analytics at VISA helped them identify $2 billion in probable incremental fraud opportunities and helped
it address those fraudulent vulnerabilities before the money was at stake.

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