Indian online retailer Snapdeal has opened its new data centre in San Carlos, California to focus on big-data and advanced analytics to plan its business strategies.
Data analytics and predictive modeling will help the online retailer understand and monitor consumer buying behaviour, based on which it can chart out its growth strategies.
The data centre is headed by Snapdeal ‘s senior vice president for data sciences, Nitin Sharma.
The team comprises data scientists drawn from firms such as Google, Yahoo and Groupon.
Snapdeal chief operating officer Rohit Bansal was quoted by The Economic Times as saying: "We have set up a data science engine in California, which is home to domain talent, to further augment our efforts in creating a superior customer experience and strengthen our supply chain.
"Snapdeal is extensively working on data mining through an existing analytics team."
Bansal was also quoted by India Today as saying: "The richer understanding of the customers by capturing and integrating the information on their buying behavior will drive habit commerce and is in sync with our vision of 20 million daily transacting users by the year 2020."
Last September, the online retailer purchased a an advertising platform called Reduce Data.
This programmatic display advertising platform makes use of artificial intelligence and real time data that enables the retailer to offer brands with promotional strategies.