Learning Customer Behaviors in the Metaverse

This study examines the possibility for businesses to gain a competitive advantage by leveraging the abundant data from the metaverse to better understand customer behavior and enhance decision-making. The main contributions of the paper are to conceptualize the possibility for businesses to yield competitive advantage gained from the metaverse data to augment customer behavioral analytics and subsequently several other advanced analytics use cases. This study is intended to serve as a basis for future research and practice, particularly in the areas of customer behavioral analytics and augmented analytics.