Case study "does big data bring big rewards?" From management information system 14e Laudon

1. Why would a customer database be so useful for the companies described in this case?

2. What would happen if these companies had not kept their customer data in databases?

3. How did better management and analytics improve each company's business performance?

4. Give two examples of 2 decisions that were improved by mining these customer databases

5. Are there any ethical issues raised by mining customer databases? Explain answer