Zeta is an American multinational retail corporation. To move ahead of its competitors and increase revenue, Zeta began to employ a system to determine which products to stock and at what prices, and how to advertise to draw target customers
The process employed by Zeta is called _____.
a. brand cannibalization
b. big data analytics
c. retail channel omnification
d. click-and-connect
ANSWER: b
The process implemented by Zeta is called big data analytics. The need for more and better information has led retailers to use big data analytics. Big data analytics is a process whereby complex mathematical models are used to make better product mix decisions.
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