List and explain 4 challenges of using relevant analytical, techniques and methods for Strategic Marketing Decision Making
ASSESSMENT BRIEF
Select one of the following HBP case studies and answer all the following questions.
1.ASICS Chasing a 2020 vision
2.Customer Analytics at Big Basket–Product recommendations
3.CDK Digital Marketing: Addressing Channel Conflict with Data Analytics
4.Predicting consumer tastes with big data
Links to Case Studies in Moodle under Assessment 3
Case study questions
Answer ALL the following with reference to the case study of your choice.
1.Identify and explain how marketing analytics using big data would enable improved customer acquisition/ retention
2.Analyze and provide insights as to how marketing analytics can be used to gain a 360–degree view of target audiences and customers.
3.Aberdeen Group’s Data–Driven Retail study showed that “data–driven retailers enjoy a greater annual increase in brand awareness by 2.7 times (20.1% vs. 7.4%) when compared to all others.” List and describe how the company of choice(case study selected)could leverage big data and analytics to increase brand awareness.
4.List and explain 4 challenges of using relevant analytical, techniques and methods for Strategic Marketing Decision Making