A Review of Big Data Analytics for Customer Relationship Management W.K.R. Perera, Faculty of Information Technology University of Moratuwa Moratuwa, Sri Lanka kasunperera1995@gmail.com K. A. Dilini T. Kulawansa Department of Computational Mathematics University of Moratuwa Moratuwa, Sri Lanka dilinik@uom.lk Abstract -- Big Data Analytics is a major research topic in the business world and maintaining a good Customer Relationship Management is a major requirement. Handling Big Data according to Velocity, Volume and Variety is a major issue. There are many challenges in using Big Data in Customer Relationship Management. To include Big Data in CRM many techniques such as Data Mining, Frameworks and many procedures are used. At present there are many applications in Big Data in customer Relationship Management and there are many limitations in those systems. This research paper attempts to analyze researches of Big Data Analytics, Data Mining techniques, Big Data Analytical Frameworks that can be used in Customer Relationship Management. By analyzing these researches this paper describes current applications of Big Data in Customer Relationship Management, their issues, limitations and future directions of this field. Keywords -- Customer Relationship Management, Volume, Velocity, Variety, Data Mining, Big Data, Multi-Agent, Social Customer Relationship Management and Intelligent System I. INTRODUCTION Big Data is a word that is used to denote huge amounts of data that cannot be handled in normal methods. Big data analytics refers to examining and analyzing large and varied data sets with the purpose of discovering hidden patterns, trends and different customer preferences etc. This information will be a competitive advantage to face the business world. With the development of Networking, Internet and computers Big Data Analytics have become a major trend in the business world [1]. The patterns identified using Big Data Analytics can be used for purposes such as advertising and even for new product innovations. But different techniques and methods should be adapted to process Big Data. Customer Relationship Management refers to managing of customer interactions and relationships with a business. It handles attracting new customers, retaining existing customers and making a bond between customers stronger [3]. In Customer Relationship Management different techniques such as Data Mining are used to extract information about customers and understand their preferences. Thereby provide a better service to the customer. At present, businesses use different software systems to manage customer relationships. Because of the development of internet and wireless technologies, there is a large flow of information about customers. And many successful companies are interested in using those data to manage their customer relationships effectively. Big Data Analytics for Management of Customer Relationships is a major trend in the business world because of the large amounts of information that flows over the internet and networks. Big Data is a useful tool to identify what customers actually expect from companies and predict their future demands. Thereby analyzing big data can be used to provide a better service to the customers and manage their relationships effectively. This research focuses on how to utilize Big Data Analytics to maintain customer relationships effectively and successfully. II. OVERVIEW Big Data can be identified as large data sets that cannot be handled by normal computing techniques. It consists of, Structured data (easy to use, handle, model and extract information. Have a specific type and size. Can be presented in relational database or spreadsheet [8].), Semi- structured data (Has meta model (tags and markers),for an example XML), Unstructured data (No pre-defined format or structure). To use we need methods such as NOSQL.). Big Data should be identified by 3vs (volume, variety, velocity, value, veracity) [1]. Volume (large amount of data distributed over many locations.), Variety (Different information and data bundled together), Velocity (Data is generating and changing at a high speed), Value (Worth of data being extracted), Veracity (Quality or trustworthiness of data). Big data enable large opportunities in business growth and development, government planning, innovations, new market identification and healthcare services etc. [7]. Big Data cannot be handled by normal methods. Complex methodologies are needed for processing and managing Big data. These tools are called Big Data analytics. Big Data Analytics will help to gain many benefits. There are two methods of big data analytics in accordance with the target. The first method is the verification of assumption.