Big Consumer Behavior Data and their Analytics: Some Challenges and Solutions

  • Mihai CalciuEmail author
  • Jean-Louis Moulins
  • Francis Salerno
Conference paper
Part of the Developments in Marketing Science: Proceedings of the Academy of Marketing Science book series (DMSPAMS)


This chapter contributes to the still very reduced marketing literature that deals with big consumer behavior data using cloud analytics by summarizing some of the main extant academic researches and by introducing new applications, datasets, and technologies in order to complete the picture. Both internal “purchase history” and external Web-based customer reviews and social media data are discussed, organized, and analyzed. They cover volume and variety aspects that define big data and uncover analytic complexities that need to be dealt with.


Big data MapReduce Text mining Sentiment analysis Social mining 


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Copyright information

© Academy of Marketing Science 2019

Authors and Affiliations

  • Mihai Calciu
    • 1
    Email author
  • Jean-Louis Moulins
    • 2
  • Francis Salerno
    • 3
  1. 1.Université de Lille RIME-LabLilleFrance
  2. 2.Aix Marseille Université Cret-LogMarseilleFrance
  3. 3.Université de Lille LEMLilleFrance

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