Customer Analytics Used by Retailers


Customer Analytics Used by Retailers

In a 5-7 page, double-spaced paper (1,500-2,100 words), research the use of predictive analytics among retailers and discuss the ethical implications. Address the following key areas below: 1. First, define predictive analytics and choose a specific retailer that uses predictive analytics well within its marketing practices (hint: Walmart, Target, Kohl’s, Netflix, Starbucks, and Amazon are a few examples). Provide a brief profile on the retailer (i.e., size, location(s), current profit, etc.). 2. Detail how the retailer you chose is using predictive analytics to learn about its consumers. What are the advantages/disadvantages to the retailer from its use of marketing analytics? What are the advantages/disadvantages to the consumers? 3. What are the ethical implications from the marketing research the retailer has chosen? Are consumers aware of the analytics used by the retailer? In your opinion, do the marketing research methods appear ethical or unethical? Explain your position.

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