How can organizations better utilize big data analytics and specific applications of machine learning techniques for improved e-commerce?

Consumers are increasingly spending more time and money online. Business-to-consumer e-commerce is growing on an average by 20% each year. Given the scale and growth of consumer online purchase and usage data, the ability of organizations to understand and utilize this data (big data) is becoming an essential competitive strategy. For your research paper this week, provide a 4-6 page answer to this prompt: How can organizations better utilize big data analytics and specific applications of machine learning techniques for improved e-commerce? Be sure to include specific examples from actual e-commerce companies and how they are utilizing big data analytics. Additionally, discuss what, if any, machine learning techniques they are utilizing in their competitive strategy. Your paper should meet these requirements:

• Be approximately four to six pages in length, not including the required cover page and reference page.
• Follow APA 7 guidelines. Your paper should include an introduction, a body with fully developed content, and a conclusion.
• Support your answers with the readings from the course and at least three scholarly journal articles to support your positions, claims, and observations, in addition to your textbook.
• Be clearly and well-written, concise, and logical, using excellent grammar and style techniques. You are being graded in part on the quality of your writing.

total pages including references and cover page= 6 to 10 pages.