Case study

Case Study: Leveraging Big Data

Overview and Rationale

This case study discusses the use of predictive modeling to assess consumer buying habits based on their location, shopping preferences and internet browsing history. This assignment is designed to make you think critically about the future of data analysis and predictive modeling and issues that may arise (or have already arisen) with this data collection method.

Course Outcomes

This assignment is directly linked to the following key learning outcomes from the course syllabus:

• Articulate the value data analytics provides to a business’ goals and strategies based with respect to the business’ industry.

• Verbalize ethical issues in the field of data analytics with respect to the ethical use of data; the tradeoffs between privacy and utility; and regulation and innovation.

Assignment Summary

Your task is to analyze the case study based on your research and conclusions regarding predictive modeling. Begin by reading Big Data Use Cases: How PayPal leverages Big Data Analytics by DeZyre (which is also a required reading for this module).

Some questions to consider as you research and analyze the case study are listed below.

• How do you see your personal shopping and online browsing history being used for predictive analytics?

• Is it just an inevitable part of our society’s technology today or should it be restricted?

• Do you see an ethical dilemma based on consumer privacy?

In your report, be sure to address the effects predictive modeling for data collection and analytics are having on our society, economy, privacy, etc.

Submission Requirements

You will submit (individually) a 3-4 page paper based on your findings to the assignment link above. Properly cite the case study and any other references you decide to use for your analysis using APA citation rules.

Rubric

Category Exceeds Standards Meets Standards Approaching Standards Below Standards

Identification of Issues ALY6000-CO6

Provides a diagnosis of all of the strategic issues in the case and accurate and detailed descriptions of all of the problems in a way that demonstrates an astute understanding of the case study.

Provides a diagnosis of all of the strategic issues in the case and accurately and insightfully describes of all of the problems.

Identifies and outlines all of the key strategic issues in the case with accurate descriptions of all of the problems.

Identifies most of the key strategic issues in the case and the overview of most of the problems.

Analysis and Evaluation of Issues ALY6000-CO6

Demonstrates extensive exploration of issues through the collection and analysis of evidence to make insightful conclusions/judgments. Organizes and synthesizes evidence to reveal insightful patterns, differences, or similarities related to focus.

Demonstrates an exploration of issues through the collection and analysis of evidence to make well- informed conclusions/judgments. Organizes and synthesizes evidence to reveal important patterns, differences, or similarities related to focus.

Demonstrates adequate exploration of issues through the collection and analysis of evidence to make informed conclusions/judgments. Organizes evidence to reveal obvious patterns, differences, or similarities related to focus.

Demonstrates minimal exploration of issues through the collection and analysis of evidence to make informed conclusions/judgments. Organizes evidence, but the organization is not effective in revealing important patterns, differences, or similarities.

Solution or Strategies; Recommendations ALY6000-CO6

Effectively assesses a variety of alternative actions to address all of the issues central to the case study; proposes comprehensive action plans that are well- justified.

Assesses a variety of alternative actions to address all of the issues central to the case study; proposes detailed action plans that are realistic.

Presents a variety of alternative actions to address all of the issues central to the case study; proposes feasible action plans.

Summarizes some alternative course of action to address most of the issues central to the case study; proposes a general action plan.

Research

Expertly incorporates ample scholarly resources that reflect depth and breadth of research

Effectively incorporates sufficient scholarly resources that reflect depth and breadth of research

Incorporates scholarly resources but does so ineffectively or the resources

Incorporates insufficient scholarly resources to suggest a depth of research. Use of resources is awkward.

Category Exceeds Standards Meets Standards Approaching Standards Below Standards

do not reflect a depth and breadth of research

Writing and Format

Assignment follows normal conventions of grammar and spelling and appropriate conventions of style and format that engages the reader

Assignment work follows normal conventions of grammar and spelling and has been carefully proofread. Transitions between paragraphs are generally easy to follow. Appropriate conventions of style and format are used consistently.

Minimal errors in spelling, grammar, sentence structure and/or other writing conventions. The reader is able to understand what the writer meant. Some transitions between paragraphs are choppy but not difficult to follow.

Frequent errors in spelling, grammar, sentence structure, and/or other writing conventions that distract the reader. Does not express opinions or ideas clearly. Transitions between paragraphs are choppy and difficult to follow. Limited connection to the topic.