MODULE 4 UNIT 3

Ongoing project: Creating a predictive model for

optimizing a marketing strategy All Rights Reserved

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2018 MIT Sloan
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Learning outcomes:

LO6: Use predictive analytic techniques to suggest a predictive model for a given
marketing strategy.

Name:
1. Instructions and guidelines (Read carefully)
Instructions
1. Insert your name and surname in the space provided above, as well as in the file
name. Save the file as: First name Surname M4 U3 Ongoing project – e.g. Lilly
Smith M4 U3 Ongoing project. NB: Please ensure that you use the name that
appears in your participant profile on the Online Campus.

2. Write all your answers in this document. There is an instruction that says, “Start
writing here” under each question. Please type your answer there.

3. Submit your assignment in Microsoft Word only. No other file types will be
accepted.

4. Do not delete the plagiarism declaration or the assignment instructions and

guidelines. They must remain in your assignment when you submit.

PLEASE NOTE: Plagiarism cases will be investigated in line with the Terms and
Conditions for Participants.

IMPORTANT NOTICE: Please ensure that you have checked your program calendar for
the due date for this assignment.

Guidelines
1. There are six pages and one question in this assignment.

2. Make sure that you have carefully read and fully understood the questions before
answering them. Answer the questions fully but concisely and as directly as
possible. Follow all specific instructions for individual questions (e.g., “list”, “in point
form”).

3. Answer all questions in your own words. Do not copy any text from the notes,
readings or other sources. The assignment must be your own work only.

© 2018 MIT Sloan

All Rights Reserved

Tel: +1 224 249 3522 | Email: [email protected] | Website: getsmarter.com

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Plagiarism declaration:

1. I know that plagiarism is wrong. Plagiarism is to use another’s work and

pretend that it is one’s own.

2. This assignment is my own work.

3. I have not allowed, and will not allow, anyone to copy my work with the
intention of passing it off as his or her own work.

4. I acknowledge that copying someone else’s assignment (or part of it) is

wrong, and declare that my assignments are my own work.

2. Question
To complete this assignment, you will need to use data that has been generated by a
data scientist in visual format to make decisions about the High Note case study and
proposed marketing campaign.

You will be using the High Note case study data provided to you in Module 1 Unit 4 to
complete this assignment. In addition, you have been provided with this data in visual
format, with some explanation, as part of this assignment. You can download this from
the Module 4 Unit 3 Ongoing project page on the online campus.

Remember:

The goal for High Note is not to increase revenue, click-through rates, or users. The goal
is to move people from the freemium subscription to the paid, premium subscription. This
is important and will inform your analysis in this assignment. You can review the video in
Module 1 in which Prof. Sinan Aral explains the High Note case to inform your answers in
this assignment.

1.1 Equation

Use the graphs, as well as what you have learned in this module about predictive
models, to choose variables to focus on for High Note.

Present your chosen equation for the predictive model and describe both the left- and
right-side variables. Use the model equation: P(Cit) = f(Dit, Bit, Lit, ∑wijYjt).

Note:

You are only required to identify and describe the variables you have chosen for the
equation, based on the information provided in the High Note case. You do not need to
create a new equation or change the equation in any way.

© 2018 MIT Sloan

All Rights Reserved

Tel: +1 224 249 3522 | Email: [email protected] | Website: getsmarter.com

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(Max. 100 words)

1.2 Outline

Write a paragraph explaining why you chose the variables that you did. Illustrate why
they are relevant to the prediction problems that you are trying to solve. Remember to
consider and use High Note’s business goals and overall business strategy to define the
objective of the predictive model.

(Max. 250 words)

1.3 Analysis of results

You will need to analyze the data provided to you in graphical format. Write a summary of
your analysis, carefully examining the demographic and behavioral characteristics of
users found in the High Note data. Be sure to detail the patterns and relationships that
you have identified in the data and what the results reveal about the marketing strategy
that High Note may employ in the future. Explain how you plan to translate these results
into action to optimize the High Note marketing strategy. You may want to consider the
following:

● What are the possible relationships between demographics and behavior on the
service, and how will this inform your target market?

● What is the possible relationship between demographics and adoption of the

service?

● What is the possible relationship between behavior on the service and adoption?

● How would you adjust the High Note marketing campaign to account for this
data?

(Max. 600 words)

Note:

Some data analysis has been provided to you to use in this assignment. Should you wish
to explore the High Note CSV file in more detail using R, or any other statistical analysis
software, you may do so. However, exploring other variables, or your technical
abilities in R or other software, will not impact your completion status for this
assignment.

Please refer to the rubric below for what will be assessed.

The word count for your response should be a maximum of between 950 and 1050
words in total for the whole assignment. There is no minimum word count.

Start writing here:

The following rubric will be used to assess your submission:

© 2018 MIT Sloan

All Rights Reserved

Tel: +1 224 249 3522 | Email: [email protected] | Website: getsmarter.com

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Criteria met Good Exceptional

Criteria not
met

Required No submission Only a few Most elements All elements

information is or attempt. elements of the of the brief are are
supplied and brief are covered, and systematically
word count is covered, and the word count covered, and
adhered to the word count is adhered to. the word count
is not adhered is adhered to.
Participant fills to.
in appropriate
information and
adheres to the
maximum word
count for all
questions.

Critical No submission There is There is Critical

engagement or attempt. minimal sufficient critical engagement
with the engagement engagement with the content
learning with the with the is evident.
material is content. Some content. An Submission
evident, along insight into the understanding provides
with the creation of a of the creation comprehensive
individual’s predictive of a predictive insight into the
own model and its model and its creation of a
reflections on application to a application to a predictive
the topic marketing marketing model and its
strategy is strategy is application to a
Participant evident. evident. marketing
insightfully strategy.
utilizes Module
4 content to
create a
predictive
model and
uses it to
outline a
marketing
strategy.

Structure and No submission Submission has Submission is Submission is

logic of or attempt. some logical structured well structured
writing structure and is in terms of logic exceptionally
clear enough to well in terms of

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All Rights Reserved

Tel: +1 224 249 3522 | Email: [email protected] | Website: getsmarter.com

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comprehend. and clarity. logic and
clarity.
Submission is
structured
clearly and
logically and
remains within
the required
word limit.

© 2018 MIT Sloan

All Rights Reserved

Tel: +1 224 249 3522 | Email: [email protected] | Website: getsmarter.com

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