Data in Marketing

Investigate How a Company Uses Data in Marketing

Select a company (maybe your employer) and assess how it uses data in marketing its products or services. (If it is not your employer, find a sizable local company or search the Internet for a company and contact the marketing department.) Specifically, address the following considerations:

• What data does the company capture and have available?                
• What additional data does the company acquire from outside data vendors and why?                
• What specific insights or information do companies hope to extract from the available data?                
• How does the analysis of the data translate into decisions?