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This case is focused on the use of big data while behind the wheel. Today’s cars have computing capacity equal to 20 personal computers and can process up to twenty-five gigabytes of data every hour. GM is using some of that power to market products and services to drivers by making relevant offers as they move on down the road. Topics for discussion could include the types of offers that would be most effective for this technology, data privacy and safety issues. An interesting avenue to pursue could be whether there is even a need for this functionality in an automobile given that similar capabilities are all available on a smartphone. This becomes an even greater threat to the vehicle-specific systems as car manufacturers offer increasingly easier integration between the smartphone and the car’s sound system.
> Discussion Questions [In your own words, answer in-depth 2 of 4 questions].
1.Gas and food are obvious choices for the GM Marketplace. What are other types of retailers or brands that could be logically added to the service? What data that cars collect now or could collect would be helpful in targeting customers for a real time offer?
2.Thinking beyond consumer sales, what are other ways that GM could use collected data for revenue generation? What companies might be interested in purchasing that data for marketing their products outside of the in-vehicle context?
3.Marketing analytics looks for patterns in data focused on improving marketing-related decisions. What data collected in vehicles could support GM marketing decisions—for GM Marketplace or their other products and services?
4.There are frequently conflicts between a company’s revenue generation efforts and practices that are ethical, sustainable, and safe for consumers and society. Do you believe the benefits of the GM Marketplace to consumers and GM outweigh the risks? What limitations would you recommend that companies or government put in place to regulate the use of this kind of service?
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