Based on the Predicting Consumer Tastes with Big Data at Gap Case by Ayelet Israeli, Jill Avery and published by Harvard Business School. Answer the following questions related to this case:

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

2) Should Peck allow Gap Inc.'s brands to be sold on Amazon? If Gap sells through Amazon, should the company be a wholesaler or a third-party seller?

3) For which purposes are big data and predictive analytics more or less useful in marketing?