Investigate How a Company Uses Data in Marketing

Select a company (maybe your employer) and assess how it uses data in marketing its products or services. (If it is not your employer, find a sizable local company or search the Internet for a company and contact the marketing department.) Specifically, address the following considerations:

What data does the company capture and have available?
What additional data does the company acquire from outside data vendors and why?
What specific insights or information do companies hope to extract from the available data?
How does the analysis of the data translate into decisions?