Company B, a video games developer, wants to use data to track the amount of traffic it receives on its social media pages. It specifically wants to…

The company's objective is to use big data to expand its reach to new demographics. The data from social media identifies which demographics are currently under-represented.

- (A), (C), and (E) are all valid marketing and advertising tactics. They use data-driven insights to target and engage new potential customer segments through geographically focused advertising, broad marketing campaigns, and tailored content marketing (a blog).

- (D) represents a more fundamental, strategic use of big data. By creating new products designed to appeal to untapped demographics, the company can achieve sustainable, long-term market expansion.

All four of these options describe effective, data-informed strategies to achieve the stated goal of branching out.

B. This is a market penetration strategy focused on the existing customer base. It directly contradicts the stated objective of expanding to different demographics.

1. CIMA. (2018). CIMA Professional Qualification Syllabus 2019: P2 Advanced Management Accounting. Section C1(b)

"Analyse the opportunities and challenges that big data and data analytics present to organisations

" and C1(c)

"Advise how data analytics can be used to inform and improve organisational decision-making and performance." These sections cover the use of data analytics for strategic purposes

including market expansion through targeted marketing and product development.

2. Davenport

T. H. (2006). Competing on Analytics. Harvard Business Review

84(1)

98-107. This foundational article discusses how leading companies use business analytics to identify the most profitable customers and offer them the right products

which aligns with using data to understand and target new demographics with new products (Option D) and tailored marketing (Options A

C

E).

3. Kotler

P.

& Keller

K. L. (2016). Marketing Management (15th ed.). Pearson. Chapter 9

"Identifying Market Segments and Targets

" details the process of using demographic and psychographic data to segment markets and develop targeted strategies

including new product offerings and tailored marketing communications

to appeal to previously unreached segments. This supports options A

C

D

and E as components of a cohesive market expansion strategy.