You are the general manager of a luxury car dealership. You are considering purchasing data from a data broker that collects data of high potential value to your dealership. In addition to providing a list of names, mailing addresses, and email addresses, the data include an approximate estimate of individuals’ annual income based on the zip code in which they live, census data, and highest level of education achieved. Using the data provided by the broker, you could establish an estimated annual income for each person on the list to identify likely purchasers of your dealership’s autos and then send emails to those potential customers. List the advantages and disadvantages of such a marketing strategy. Would you recommend this means of promotion in this instance? Why or why not?

You are the general manager of a luxury car dealership. You are considering purchasing data from a data broker that collects data of high potential value to your dealership. In addition to providing a list of names, mailing addresses, and email addresses, the data include an approximate estimate of individuals’ annual income based on the zip code in which they live, census data, and highest level of education achieved. Using the data provided by the broker, you could establish an estimated annual income for each person on the list to identify likely purchasers of your dealership’s autos and then send emails to those potential customers. List the advantages and disadvantages of such a marketing strategy. Would you recommend this means of promotion in this instance? Why or why not?

Practical Management Science

6th Edition

ISBN:9781337406659

Author:WINSTON, Wayne L.

Publisher:WINSTON, Wayne L.

Chapter14: Data Mining

Section14.2: Classification Methods

Problem 7P

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