Using historical and weather data for marketing and category management in eCommerce: The experience of EW-Shopp

Contemporary marketing business in the European Union is currently dominated by large global companies, such as Google and Facebook, which have access to large amounts of data about the consumer journey. small and medium-sized enterprises (SMEs), instead, only have access to a fraction of those data and thus their decisions are based on intuition, experiments and data analysis in the small. This paper proposes a way of merging the data across consumer journey from various SMEs and, eventually, using big data analytics along with weather data to provide SMEs with valuable market insights to help them with marketing activities and category management to be able to compete with global players.