Page 163 - E1 Integrated Workbook STUDENT 2018

The market planning process and the marketing mix

Big Data

In the digital age, companies gather information about their customers
from a huge range of sources. Sophisticated analysis using Big Data
technologies can help to improve the customer experience by:

 accurately predicting customer demand and ensuring sufficient inventory is in
place

 understanding which products/ features are most popular with an individual
customer or group of customers

 creating an enjoyable shopping experience.

Illustrations and further practice

Read illustration 5 from Chapter 11.

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