Marketing Management Assignment
Case Study: Predicting Consumer Tastes with Big Data at Gap Case Study
Assignment Questions- Answer the following questions after you read the case study
(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?
Does the big data approach work for all three of Gap Inc.’s brands: Old Navy, Gap, and Banana Republic?
