Question: Predicting Consumer Tastes with Big Data at Gap (2017) Harvard Business School Case No. 9-517-115 and Teaching Note No. 5-518-053, with Ayelet Israeli Debrief Questions

Predicting Consumer Tastes with Big Data at Gap (2017) Harvard Business School Case No. 9-517-115 and Teaching Note No. 5-518-053, with Ayelet Israeli

Debrief Questions

1) Was Peck correct in firing his creative directors and replacing them with a big data-driven creative process? Why or why not?

2) What do you predict will happen to Gap Inc.' sales going forward as a result of this decision? How will it affect each of its brands' equity?

3) How well can one predict consumers' fashion preferences based on past purchasing data? What assumptions does one need to make about consumer preferences to use past purchasing data to predict future purchasing behavior?

4) Does the big data approach work for all three of Gap Inc.'s brands: Old Navy, Gap, and Banana Republic? Why or why not?

5) Should Peck allow Gap, Inc.'s brands to be sold on Amazon? Why or why not? What opportunities and challenges does this plan present? IF Gap sells through Amazon, should the company be a wholesaler or a third party seller? Why

6) For which purposes is big data/predictive analytics useful in marketing? What is it good for? What is it not good for?

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