In terms of data collection, pure play companies have an advantage over other

retailers in terms of brick-and-mortar retailers in that it affords a faster and more direct
link to consumer data than the latter. Detailed information could be gathered from the
customer directly, and faster responses could be made to managerial queries on a real
time basis.Companies that sell via online, not through a brick-and-mortar, have a coin of
vantage in terms of data collection. Since such companies are generating online, all of
their transactions can be assumed to be stored in a database already. Why? Because
the company’s platform is the Web itself. The data collected can be easily stored in a
database warehouse system and such information can be retrieved and/or accessed
any time, 24/7. Data collecting could be very convenient as it no longer requires
physical presence, therefore less strenuous. Everything can be done through one’s
online presence. Moreover, such companies like Overstock.com have the advantage of
having a greater flexibility and convenience given that the Internet is the backbone of
the business.

The traditional database is deemed unadvisable because when there was an

abundant demand, the company’s server was in an error. It cannot accommodate/
support Web traffic and running its internal applications. Hence, they opted to shut down
their internal applications. The executives were satisfied that they had a surprising
number of customers however their database seemed to be not suitable in
accommodating such number. Personally, what Overstock.com encountered is similar
to an Agile Supply Chain hence, it is really advisable for the company to switch to a
modern database in order to be more flexible and to be able to address concerns and/or
orders from the customers under pressure.

3. What can executive do now that they could not do in 2004 in terms of data analysis?

The executive alone experiences the meaningful outside at an enterprise level

and is responsible for understanding it, interpreting it, advocating for it, and presenting it
so that the company can respond in a way that enables sustainable sales, profit, and
total shareholder return (TSR) growth. The executive can see opportunities that others
don’t see and, as the one person whose boss isn’t another company employee, make
the judgments and the tough calls others are unable to make. The executive is the only
one held accountable for the performance and results of the company according not just
to its own goals but also to the measures and standards of diverse and often competing
external stakeholders.sers.