Please use this information for the short answer questions. For each question be direct to the point, point form is OK.

You have been hired by a friend named Jane to help her develop her business - Jane's Teacups. Jane has operated for several years in a small shop selling teacups in Edmonton. Over the past several years Jane's business has grown by leaps and bounds as she has expanded, particularly online. She now has a website selling many, many teacups to enthusiasts all over the world.

In addition to online sales, Jane has opened 10 stores across Canada and is looking to expand to approximately 20 over the next two years. This has come with an increase in staff, from just Jane a few years ago, to over 100 employees today.

One thing Jane has struggled with is her information systems, which is why you've been hired. Many of the systems that are in use are old, haphazard, and disorganized. Much of the bookkeeping and accounting data is stored in Excel spreadsheets; an online CRM system is used, is connected to the online store, and is probably the most advanced IS in the company; orders from vendors are mostly made via email; old historical data is largely dumped into one folder on Jane's office desktop. Jane's Teacups is in the middle of modernizing these systems in advance of their expansion, and Jane has several questions for you....

If you want to have this info visible for each question, the easiest solution is to paste the text into notepad.

Jane's CRM system is able to gather a large amount of data about her customers, as information is gathered from each of the touch-points - website, online store, social media pages, in-store loyalty card. The company is able to know lots of information on their customers such as what they bought (product type, price), purchase history (# of purchases, purchase value, purchase frequency), their demographics (age, address, sex), and more.

Given this:

• What is one thing Jane can hope to learn from these 360 degree profiles?
• Which pieces of data are needed to determine that?
• What is one recommendation for action that this analysis may lead to?