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.
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).

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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.
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. (please find resource from online )

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