You are the newly appointed marketing assistant for David Jones (Australia). They are pushing hard to re-capture Australian market share and your boss wants you to find out how marketing data analytics can be used to provide greater insights into their customer's attitudes and buying behaviour. Show your understanding of the topic by:

1. Outlining key concepts (use references)

2. Drawing key models of the concepts (use references) PLUS adding examples around the models.

3. Identifying examples of other companies who have used marketing data analytics to better understand their customers and provide better customer offerings and customer experiences.(Parts 1-3 are worth 50% of answer)

4.Provide your opinion of whether or not marketing data analytics are useful for a company like David Jones. Try focussing on a few key points that you feel need to be discussed with your boss. (Part 4 is worth 50% of answer)