Question: Predicting Consumer Tastes with Big Data at Gap (HBP) Questions: 1) Why GAP is doing poorly in 2017? 2) Was Peck correct firing his creative

Predicting Consumer Tastes with Big Data at Gap (HBP)

Questions:

1) Why GAP is doing poorly in 2017?

2) Was Peck correct firing his creative directors and replacing them with big data-driven creative process?

3) What do you predict will happened to Gaps sales going forward as a result of the decision?

4) Does the big data approach work for all three of Gaps primary brands: Old Navy, Gap and Banana Republic?

5) Should Peck allow Gaps brands to be sold on Amazon? What opportunities and challenges does this plan represent?

6) For which purposes is big data / Predictive analysis more or less useful in marketing? Under which conditions should "science" rule and under which conditions should "art" rule?

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