American Express (www.americanexpress.com) offers four broad types of credit cards: personal, small business, corporate, and prepaid. Each card type is tailored to a specific group of customers. A knowledge management system would help American Express develop new cards within those four types.

d. What types of Big Data would American Express use to make decisions about developing new card types? How would it use descriptive/predictive/prescriptive analytics in that process?