Business Analytics

Capstone
Framework for Strategy
Arushi Jain
26.11.2019
Problem Statement
Problem Statement–
Describe the Problem Adblockers present to GYF

• The problem that GYF faces with ad blocking services is the potential of not being able to
provide their users with free access to their platform. The obvious cause to this problem is
the loss of the number of companies willing to pay GYF to advertise on their platform
especially if more and more users visiting GYF are using ad blockers. This is understandable
from the point of view of the companies trying to advertise their business. If users are going
to block all ads, then the company will be foolish to keep paying GYF to advertise as the
advertisement does not even reach most of the users. On the other hand, after reading the
assigned articles about Google and Yahoo’s thoughts on ad blocking and what the thoughts
are on Apple giving ad blocking apps the ability to be used, it’s not always a negative to use
ad blocking services. The reasoning behind it is that it may better the user experience in a
way where advertisements that are actually meant to track and use user information for data
mining purposes can be avoided providing users with more privacy. Along with that, some
websites may load faster and use less data without as many or any advertisements on that
particular website. It can definitely better the user experience but at what cost? Would they
rather have advertisements on free websites or not have advertisements and potentially lose
their favorite website/have to pay to access the contents. To better understand what the
users want, the data analytics team needs to perform causal research and use focus groups,
social media and mobile data analytics for quantitative purposes.
Problem Statement–
Application Exercise 1 – Research Methods and Tools (Optional)

• To answer the first question, I would consider using causal research methods as we have
clearly defined the problem of the effect ad blockers have on free websites, companies who
advertise on free websites and the user themselves. Having already defined the problem
gives us the ability to ask the right questions like will there be less free websites available as
the number of ad block users increases?

• I would highly recommend focus groups since we get clear cut and genuine answers on the
spot. Along with that we should also use social media data and mobile data as that will show us
how many people are using ad blocking services and if they are enabling it more for certain
websites as compared to another.
Strategy
Strategy
Describe your proposed strategy

• Make sure your strategy is clear, well-defined, and feasible

Strategy
Application Exercise 2 – Hiring a Team Leader (Optional)

• Based on the information provided in Application Exercise 2, describe here why you would hire Carrie Candidate or Peggy Prospect
to be the second-in-command of the DATA Team.
Effects and Measurement
Effects
Describe the anticipated effects of your strategy

• Please describe the anticipated effects of your strategy. Make sure you address the effects on customers, revenue, and the internal
organization.
Effects
Application Exercise 3 – Designing a Deterministic Optimization Model

• Provide an explanation of the calculations you performed to build an optimization model using decision variables, constraints, and
an objective; this model could use the scenario in Application Exercise 3, or one of you own devising.
Measurement
Describe the anticipated effects of your strategy and how you will measure them

• Please outline your plan for measuring these effects using data. Make sure you use techniques you learned about in the courses
Measurement
Application Exercise 4 – Identifying Key Drivers

• Apply the “causal business model” performance measurement framework to your strategy
Conclusion
• Summarize your key points from the preceding slides