Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Book Chapter Book Chapter Faculty Publications- Book Chapter Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource The role of big data in predicting consumer behavior Subject The topic of the resource Artificial intelligence; Big data; Consumer behavior; Machine learning Description An account of the resource Consumer behavior prediction is a significant task, and it is a prerequisite for marketing activities. Regardless of the product type/market type, predicting consumer behavior plays a vital role in determining the target market. The activities involved in identifying a target market include the tasks of analyzing the offerings, conducting market research, identifying market segments to create consumer profiles, and assessing the competition. In order to complete all four tasks mentioned above, it needs to have comprehensive and precise data/dataset in hand. It also means that the data/fact is the primary source of predicting consumer behavior. In today's digital world, sources of source (data) are multifold. During the process of data collection, if the repository is accepting data from such sources, then all five "V" (Volume, Velocity, Variety, Veracity, and Value) of data should be considered. The role of big data in predicting consumer behavior is inevitable. Machine learning models shall be deployed to analyze data from big data. In this chapter, benchmark datasets, and machine learning, are used to demonstrate the usage of artificial intelligence in analyzing, forecasting, and predicting consumer behavior. Before concluding the chapter, the performance of algorithms is evaluated and compared to find the most suitable models for predicting consumer behavior. Benchmark datasets are used in this chapter to represent the role of big data in predicting consumer behavior. 2023 Nova Science Publishers, Inc. All rights reserved. Creator An entity primarily responsible for making the resource Siva Balan R.V.; Kalpana P. Source A related resource from which the described resource is derived Big Data: A Road-Map for Successful Digital Marketing, pp. 111-132. Publisher An entity responsible for making the resource available Nova Science Publishers, Inc. Date A point or period of time associated with an event in the lifecycle of the resource 2023-01-01 Identifier An unambiguous reference to the resource within a given context <a href="" target="_blank" rel="noreferrer noopener"></a> <br /><br /><a href="https://www.scopus.com/inward/record.uri?eid=2-s2.0-85172657018&amp;partnerID=40&amp;md5=c92ff819471e49b0698f73fc38ab3025" target="_blank" rel="noreferrer noopener">https://www.scopus.com/inward/record.uri?eid=2-s2.0-85172657018&amp;partnerID=40&amp;md5=c92ff819471e49b0698f73fc38ab3025</a> Rights Information about rights held in and over the resource Restricted Access Relation A related resource ISBN: 979-889113003-6; 979-888697915-2 Format The file format, physical medium, or dimensions of the resource Online Language A language of the resource English Type The nature or genre of the resource Book chapter Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Siva Balan R.V., Department of Computer Science, CHRIST (Deemed to be University), Bangalore, Karnataka, India; Kalpana P., Department of Computer Science, CHRIST (Deemed to be University), Bangalore, Karnataka, India