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Target isn’t alone in its desire to predict consumers’ habits. Almost every major retailer, including Amazon.com, Best Buy, Kroger supermarkets, 1-800-Flowers, Olive Garden, Anheuser-Busch, the U.S. Postal Service, Fidelity Investments, Hewlett-Packard, Bank of America, Capital One, and hundreds of others, have “predictive analytics” departments devoted to figuring out consumers’ preferences. “But Target has always been one of the smartest at this,” said Eric Siegel, who runs a conference called Predictive Analytics World. “The data doesn’t mean anything on its own. Target’s good at figuring out the really clever questions.
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