Global Bigdata Conference

As it turns out, other techniques including website path analysis, text analysis of customer feedback, sentiment analysis of social media, and graph analysis --all distinctly different analytics techniques with each delivering insights complementing the others--revealed a fuller picture: people weren't complaining about price, preferring the cheaper item, or any of the things that the retailer expected. Instead, customers were complaining about how hard it was to find designer jeans on the website. It was a website navigation issue. And the issue was invisible until the retailer made sense of analytics from a variety of sources.