Among the keys to Kroger Co.'s success has been its expertise at data analytics. The company formed a joint venture with British data-analysis firm Dunnhumby in 2003, called Dunnhumby USA, which uses Kroger's loyalty-card data to help Kroger segment its stores to meet the needs of various customer groups, assists the company in making pricing decisions and helps it evaluate its marketing efforts. “Dunnhumby provides a way for us to take the household customer into account,” said David ...

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