Contents I. Introduction
With the vast evolution of the web, the users are led to produce a large amount of digital traces (ie. Big data) which are the signs of theirs communication practices. Thus, the big data occur to be an important source of information that can potentially improve the performance of merchants' predictions about consumers [6] [7]. Some managers appreciate the innovative nature of big data, but more find it “business as usual” or part of a continuing evolution toward more data [5]. Heterogeneity, scale, timeliness, complexity, and privacy problems with Big Data impede progress at all phases of the pipeline that can create value from data.
