Abstract:- Guitar Center is the largest retailer of musical instruments in the US with over 275 stores and an annual revenue of over $2.1B. My talk will focus on how data is leveraged here to drive optimal decision making. We have a data warehouse that collects information on transactions, traffic, products, inventory, customer and many more from stores and online. During the talk, I will walk through various insights that we have derived by analyzing the data. In one project, we blended Experian provided Household level data with our internal data to build customer profiles on purchasers of high-end guitars. We used this information with drive-time analysis to pick stores to build Platinum rooms exclusively dedicates to high-end guitars. I will also run through how we use extensive experimentation to test strategies before a chain wide roll out. We pick a few stores to pilot, use KNN to select like stores and perform a pre/post analysis to evaluate lift and its statistical significance.