Gap CEO: Big data gives us competitive advantages

Gap Inc. is not underestimating the value of its big data.

The company’s same-store sales are on rise, which the company partially credits to the customer data it collects to create personalized marketing campaigns, according to CNBC.

In an interview with Jim Cramer on “Mad Money,” Gap’s president and CEO Art Peck said, “We’ve really been building back-end big data analytic capabilities now for a couple of years, and data is a huge asset for us.”

In addition to evaluating their lifetime value, Gap is using customer data to understand who their most valuable customers are. "Structurally, because we have multiple brands and multi-channels, we've got something not a lot of other apparel companies have,” he added in the interview.

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