Question 1 (20 points):
Choose a social media platform (of your choice):
A. Briefly describe the chosen social media platform (SMP) (5 points).
B. Identify and evaluate the role of ‘marketing analytics’ in the current activities of the focal
i. Generating revenue for the SMP (5 points).
ii. Creating and delivering value to its users (5 points).
C. In your answer, discuss the potential ethical issues that may arise from the implementation
of ‘marketing analytics’ for the respective SMP (5 points).
Note: your answer (including arguments, discussions, recommendations, etc.) must be realistic,
coherent, critical, and flow logically.
Question 2 (35 points):
Imagine that you are the head of the marketing department of a compelling car dealer review
platform, namely, CompareCarDealers. CompareCarDealers provides a platform where potential
automobile buyers can check car dealers.
The CEO has some concerns about the primary source of the platform’s income—selling online
advertisements (ads) to car dealers. More specifically, the CEO wants to know whether giving a 10% discount to car dealers motivates them to put more ads on the platform. To investigate this, the CEO decided to run the following experiment: The CEO randomly distributed a number of 10% (discount) vouchers to car dealers, each selling a specific body type (hatchback, estate, SUV, convertible, and other).
The CEO of CompareCarDealers is now done with the experiment and is asking you to evaluate the results. In particular, the CEO would like to understand:
Q2 A (15 points): Did the 10% discount increase the number of ads? By how much?
Q2 B (10 points): Which car dealer (according to the specific body type that sells) should be considered to distribute the 10% discount in future campaigns?
To this end, you are provided with the data collected from the experiment (see ‘CompareCarDealers.csv’ dataset) that includes the following list of variables:
In addition to answering the two questions raised by the CEO above, evaluate the CEO’s following conclusion:
Q2 C (10 points): “Insights from the experiment above are sufficient to conclude whether or not
providing specific car dealers with a 10% discount would increase the platform’s profit.”
Notes that you should consider in your answer:
• Include your R code and its respective results in your solution.
• Make sure that you clearly explain, justify, and detail all the assumptions and steps in your solution. These might include data cleaning (e.g., dropping variable(s), observation(s),changing type of variable(s), etc.) or any other assumptions or steps.
• Carefully and completely interpret your results (including all your coefficients).
• Critically build all your arguments and implications (based on all your results) for CompareCarDealers.
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