Predicting Consumer Tastes with Big Data at Gap

and answer the following questions.

Questions

  1. Was Peck correct in firing his creative directors and replacing them with a big data-driven

creative process? Why or why not?

  1. Does the big data approach work for all three of Gap Inc.’s primary brands: Old Navy, Gap,

and Banana Republic? Why or why not? Which brands are better/worse served by this

strategy? Why?

  1. 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?

  1. For which purposes is big data/predictive analytics more or less useful in marketing? As we

move into a world filled with more data, what is the role of art versus science in marketing?

Under which conditions should “science” rule and under which conditions should “art” rule?