Case Study: Leveraging Big Data Overview and Rationale

Case Study: Leveraging Big Data Overview and Rationale.

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 wellinformed
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 welljustified.
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.

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Case Study: Leveraging Big Data Overview and Rationale

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