John Schon
Case 2: Companies Use Tracking Devices to Help Make Decisions
Tracking devices are an incredibly useful tool when it comes to understanding activities
and tendencies of consumers. Being able to follow the trends and patterns of consumer
tendencies allows business owners to make rational, educated, and even evidence-based
decisions in order to maximize profits and cater to the consumer’s wants and needs.
Understanding your customers shopping habits can be a significant competitive advantage when
utilized properly. This understanding can lead to innovation of new products, marketing
strategies, or promotion campaigns that target specifically to a particular customer base. The
practice of using tracking data to make decisions falls under many of the 7 implementation
principles for evidence based decision making.
