Investigate How a Company Uses Data in Marketing

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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?

Submit your answers in a 4- to 5-page Microsoft Word document.