Smart Data Analytics for Efficient Mapping of Customers' Online Shopping Behavior: A Systematic Review of the Literature

Abstract

This chapter examines the role of Smart Data Analytics (SDA) in enhancing customer behavior mapping within e-commerce. Through the analysis of 35 scientific articles, five key thematic clusters are identified: customer behavioral segmentation, AI-based personalization, predictive analytics, social media analytics, and real-time decision-making. The findings demonstrate that AI and predictive models significantly improve personalization, customer engagement, and marketing effectiveness. Additionally, SDA enables businesses to better allocate resources and respond more quickly to market changes. The chapter also discusses managerial implications, emphasizing the importance of data-driven strategies for optimizing customer experiences. Despite the benefits, challenges such as AI integration and data privacy are highlighted. Future research directions include multi-channel analytics and generative AI for further personalization.