How did better data management and analytics improve each, Operation Management

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How did better data management and analytics improve each

A. Please read the “Asking the Customer by Asking the Database” case study on page 243 of your textbook and answer the following Questions:

1. Why would a customer database be so useful for the companies described in this case? What would happen if these companies had not kept their customer data in databases?

2. How did better data management and analytics improve each company's business performance? Give examples of two decisions that were improved by mining these customer databases.

3. Are there any ethical issues raised by mining customer databases? Explain your answer.

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