Business Case Studies & Business Publications

Flipkart: Leveraging Customer Analytics

Wilcox, Ron, Kemp,...

Case

Flipkart: Leveraging Customer Analytics

Wilcox, Ron; Kemp, Bianca; Adkins, Thomas

M-1046 | | 5 pages Case

Collection: Darden School of Business

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Flipkart is a large online retail platform operating in India. It seeks to use its promotional dollars more effectively by leveraging information generated by the data it collects on consumer purchases. At the University of Virginia Darden School of Business, this field-based case is taught in the required Marketing course. The case set includes a student spreadsheet and an instructor PowerPoint file, which includes some basic analysis, with multiple regression being the most sophisticated tool. Although it certainly helps, students need not be proficient in multiple regression to gain some insights from the data.

This case set is designed to introduce students to individual-level purchase data and allow them to “get their hands dirty” working with that data. It also provides an opportunity to discuss differences in consumer behavior between US consumers and Indian consumers.