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The data-mining strategy American grocer Kroger employed the past few years is actually pretty simple. Find out what people like, then offer them discounts on those items. The company is obviously doing a lot of things right, landing at #261 on Forbes’ Global 2000 list of the largest publicly traded companies, and ringing up more than $108 billion in sales last year.

As a race director, you can learn some valuable lessons from Kroger on how to collect data about your participants and when to use the results to drive revenue.

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