Why is Gap doing poorly in 2017? Was Peck correct in firing his creative directors and replacing them with a big data-driven creative process? Why or why not? 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?

Big Data Analytics

Read attached documents and answer below 5 questions.

1. Why is Gap doing poorly in 2017?

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

3. 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?

4. Would you change other elements of the marketing mix to address Peck’s problems? Which ones and how?

5. 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?