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Class 10 Agenda Chapter 11 Review Zara Case Final Exam Review Project Time Chapter 11: The Data Asset Discussion Operational => analytical use Data Warehousing – “E-T-L” processing – Sharing issues Discussion: Top-down vs bottom-up approaches Data Mining Purpose: Detection of trends Concepts: – Strength – Coverage – Interest Types: – Predictive – Explanatory Process – CRISP-DM Walmart and Harrahs Cases Applications – Walmart: SCM – Harrahs: CRM Key Issues – Walmart: Efficiency – Harrahs: Micro-marketing Functions – Walmart: Workflow – Harrahs: Analytics Case Study: Zara What are Inditex / Zara’s sustainable advantages? What might be the next barrier to attempt? How important is in-house manufacturing to the advantage? Why? (cp outsourcing IT?) What is killing classic advertising as an asset? (think peer production)