1. Consider that Sears is maintaining their data warehouse to the individual transaction level. What are the advantages and disadvantages of this data storage strategy? If you were CTO, what data analyses could you accomplish with detail data as compared with aggregated data? Be specific.

2. The adoption of smart phone technology and mobile applications are expanding. Think about your experience of using your smart phones in a retail environment. What functions and features would you consider important for retailers to implement for cross-channel marketing?

3. The airline industry has used historical information for decades in order to determine pricing for airfares. Could the availability of historical data and price point modeling create dynamic price changes? Discuss the pros and cons of this initiative.