Paper Title
Future Trends of Big Data Analytics: A Systematic Review on using the Information to Enhance Customer Experiences

Abstract
Big data challenges firms constantly, generating an exciting lead in the last few years. In the rapidly evolving data-rich business environment, current companies are taking steps to embrace analytics to obtain superior benefits. In extracting insight from the big data to enhance service innovation, product development, personalization, and management decision-making, customer analytics plays a key role. However, no academic study studied customer analytics to encourage sustainable business growth. The main goals of the study, identifying and synthesizing past findings related to big data analysis and their relation to firm performance, are addressed in the protocol of this review. On the basis of this objective, criteria were established for including or excluding papers, a search strategy, a quality assurance and the categorization of findings. This literature review aims at understanding the factors that may affect the adoption of big data analytics in various industries and their effect on firm performance.