On a Certain Research Gap in Big Data Mining for Customer Insights

Abstract

The main purpose of this paper is to provide a theoretically grounded discussion on big data mining for customer insights, as well as to identify and describe a research gap due to the shortcomings in the use of the temporal approach in big data analyzes in scientific literature sources. This article adopts two research methods. The first method is the systematic search in bibliographic repositories aimed at identifying the concepts of big data mining for customer insights. This method has been conducted in four steps: search, selection, analysis, and synthesis. The second research method is the bibliographic verification of the obtained results. The verification consisted of querying the Scopus database with previously identified key phrases and then performing trend analysis on the revealed Scopus results. The main contributions of this study are: (1) to organize knowledge on the role of advanced big data analytics (BDA), mainly big data mining in understanding customer behavior; (2) to indicate the importance of the temporal dimension of customer behavior; and (3) to identify an interesting research gap: mining of temporal big data for a complete picture of customers.