Case Study: Predicting Consumer Tastes with Big Data at Gap Case Study
Assignment Questions
(1) Was Peck correct in firing his creative directors and replacing them with a big data-driven creative process? Why or why not?
(2) Does the big data approach work for all three of Gap Inc.’s brands: Old Navy, Gap, and Banana Republic? Why or why not?
(3) For which purposes is big data/ predictive analytics useful in marketing?What is it good for? What is it not good for?
(4) Should Peck allow Gap, Inc’s brands to be sold on Amazon? Why or why not?
Source:
Casewriters and Gap Inc. 2016 10-K, http://investors.gapinc.com/phoenix.zhtml?c=111302&p=irol-SECText&TEXT=aHR0cDovL2FwaS50ZW5rd2l6YXJkLmNvbS9maWxpbmcueG1sP2lwYWdlPTExNDc5MTE0JkRTRVE9MCZTRVE9MCZ TUURFU0M9U0VDVElPTl9FTlRJUkUmc3Vic2lkPTU3, accessed 04/06/2017