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Project 2
Joon Kang
kang386@purdue.edu
TLI 214-004
04/04/2020
Business organizations collect data from consumers in order to benefit the supply
chain. Three methods which businesses use include: directly asking customers, indirectly
tracking customers, and appending other sources of customer data. Some examples for each
of these methods can be found in Purdue’s website. The first method in which Purdue
acquires information of potential customers. Purdue does this through asking potential future
students about their contact information, name, email, address, and major choice (Supply
Chain & Sales Engineering Technology). This method helps Purdue understand about majors
which have high demand and can help them to improve marketing their majors which have
low demand so more potential students can show interest. Purdue indirectly tracks customers
through recording the transaction history of students after they use their ID cards (Access My
BoilerExpress). This also helps Purdue understand which stores and dining courts are most
popular which allows them to improve the food or service of other places so that students can
also use less popular locations. Lastly, when potential or current students need to submit
their high school transcripts, this is an example of appending other sources as it relies on data
from students’ high school (Official Transcripts and High School Equivalency). This allows
Purdue to set the range of SAT scores and GPA so that future students can have a reference.
Consumer transparency is the idea of disclosing information to the public so that
awareness of the business can be created. There are five channels: awareness, evaluation,
purchase, delivery and after sales. Grubhub is a food delivery company and its business
practices all cover the five different channels. Grubhub partnered with Google in order to
have advertisements placed near the top of Google’s search result (Slegg). This creates
awareness as when people search for food which they wish to have delivered, Grubhub will
be the first to be noticed. Grubhub’s rating system allows evaluation as customers can check
on how others think of the service (Grubhub Unveils New, Faceted Ratings and Reviews
