HOW DATA ENGINEERING AND BIG DATA ANALYTICS CANCONTRIBUTE INTO INTRODUCING INTELLIGENCE IN BUSINESS: A CASE STUDY
Nowadays, in the era of big data, data engineering becomes one of the key features in providing competitive advantages to companies. A lot of approaches are introduced into data analytics in order to improve the businesses. This paper presents one possible way of introducing intelligence. As a case study, a comprehensive analysis of an e-commerce site is done. The analysis includes user segmentation, analysis of the conversion funnel, product analysis, and ad campaigns analysis. The data engineering process results with important findings: documents and dashboards. The findings give additional value for the employees and for the automation of the business processes to make them more intelligent.