Amazon has long been a leader when it comes to e-commerce. In fact, it pioneered the e-commerce industry and now is one of the largest retailers in the world. Its extensive web retailing system has made it one of the most profitable businesses in the retail industry, but the company is not solely interested in making money. It also wants to make sure that its customers have access to great customer service, and it has recently taken steps to ensure that happens by developing tools for its Web Retailers to make the experience of buying on its website as easy as possible.
Amazon Web Services’ approach to e-commerce is to leverage big data to provide information about customer trends, purchasing habits and purchases, which help the retailer to make smart decisions about what products it sells. The tool that it has developed, called Amazon Mechanical Process, or AMP, can help provide information about all of these things through a web server and then determine which of those choices would best serve the customer. Then, based on the data, the Web Retailer can make buying decisions. If the data indicates that there are particular products that customers are more likely to buy based on factors like demographics or purchase history, for example, the Web Retailer can tailor its product offerings to those customers.
But what kind of tools does AMP provide? The three main ones are Tinkerbell, the interactive e-commerce website creator; Handlebars, a static HTML editor that is part of the Tinkerbell platform; and Mobile Crane, which provide a mobile interface for Tinkerbell and handlebars. All three of these provide a solid foundation for developing custom e-commerce websites, and each one has a number of different components available from third party developers as well. The difference is that Tinkerbell and Handlebars, the former, are tightly integrated and work almost in tandem with each other, and the latter two are lightweight and easy to use without being dependent on any particular programming code. Each of them, and especially Mobile Crane, are flexible enough to be customized to the needs of the particular business in question.
Now, let’s talk about how does Amazon use big data to drive its business. Amazon is a company with an enormous amount of data on its customers. It processes more than six billion customer transactions per year and has detailed information on nearly every single customer, including their age, country of residence, number of orders and total purchases, and more. It not only keeps track of those numbers, but what kind of activities each of those orders involve (such as whether the customer bought a digital camera or a book.) It can also drill down into specific customer demographics to find out how likely a person is to shop, where they shop most often and for what type of goods, and how much they spend on certain categories of goods.
Because all of this information is so crucial to the success of the business, it makes sense that the data would be difficult to process without the help of complex software tools. All of the applications and tools that are built into the Amazon Web Services suite to automate many aspects of the data collection process, and it can be accessed from any computer around the world. The biggest problem is that all these tools and applications are meant to work together.
When you are asking yourself how does Amazon use big data, you need to ask yourself if you are a data analyst. Data analysts are trained to sift through large amounts of unstructured data and extract the relevant information, presenting it in a useful way to executives and customers. Amazon, like all of the other SaaS companies, has an official data analysis tool, called Kinesis. You can think of it as a spreadsheet, and it’s intended to make the process of organizing big data easier by making it visual.
If you are an analyst or a data analyst, then you understand how it can be difficult sometimes to organize large amounts of data, whether it comes from the customers’ perspective or your own. By visualizing it in a spreadsheet format, it makes it much easier to organize the information so that you can find patterns and relationships and easily communicate them with people in charge. With Kinesis, it makes communicating the big picture a whole lot easier for the people who have to manage it.
Amazon is not the only company that uses Kinesis. Microsoft, Google, Yahoo, and Harvard University have also started using it to empower their staff to analyze large amounts of data and visualize it in a way that makes it easier to understand. In addition to making it easier to analyze, visualizing data makes it more engaging for users, and this is very important for products like Amazon. Customers want to see visually how well the product they are buying fits into their lives. They want to know things like, is there a particular part of the book that gives me the most benefits? This is how does Amazon use big data to its advantage.