Kroger collects massive amounts of data about how, when, why, where, and what people buy, and then analyzes those data to better serve its customers. this refers to

This refers to  "Marketing Analytics".

Marketing analytics is the act of estimating, overseeing and analyzing marketing performance to amplify its viability and streamline return on investment (ROI). Understanding marketing analytics enables advertisers to be more productive at their employments and limit squandered web showcasing dollars.  

Past the conspicuous deals and lead age applications, marketing analytics can offer significant bits of knowledge into client inclinations and patterns. Regardless of these convincing advantages, a greater part of associations neglect to ever understand the guarantees of marketing analytics.

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