● The intent of sharing these questions are to give you an idea about type of

questions you can expect in final exam. There is absolutely NO guarantee

that the same question would appear in examination.
● Avoid using someone else’s notes. Be original.

Content:
THEORY (CLOSE BOOK)
Marks: 50
Chapters: 1, 2, 4 & Article/Videos: The data that turned the world upside down, BSI Videos, Moneyball Movie,
Concept of Predictive Privacy Harm

1. "The Data That Turned the World Upside Down by Hannes Grassegger and Mikael Krogerus",
a) What is OCEAN model? Can it be used to psychologically manipulate social media
users?
Psychometrics, sometimes also called psychographics, focuses on measuring psychological traits, such as
personality. In the 1980s, two teams of psychologists developed a model that sought to assess human beings based
on five personality traits, known as the "Big Five." These are: openness (how open you are to new experiences?),
conscientiousness (how much of a perfectionist are you?), extroversion (how sociable are you?), agreeableness (how
considerate and cooperative you are?) and neuroticism (are you easily upset?). Based on these dimensions—they are
also known as OCEAN, an acronym for openness, conscientiousness, extroversion, agreeableness, neuroticism—we
can make a relatively accurate assessment of the kind of person in front of us. This includes their needs and fears,
and how they are likely to behave. The "Big Five" has become the standard technique of psychometrics. But for a
long time, the problem with this approach was data collection, because it involved filling out a complicated, highly
personal questionnaire. Then came the Internet. And Facebook. And Kosinski.

b) Explain the concept of "People Search Engine"

Accurately predict people’s life, choices, orientation, skin color, race etc from what they had liked/shared on
facebook and make PROFILES of types of people
Then this could work in reverse. Eg: all the people in PROFILE 1: anxious fathers, angry introverts, undecided
democrats etc.

‘it also works in reverse: not only can psychological profiles be created from your data, but your data can also be
used the other way round to search for specific profiles’

c) What is the concept of Ad Targeting?

Ad targeting is personalized advertising, aligned as accurately as possible to the personality of an individual
consumer.
Psychographical characterisation.

Cambridge Analytica buys personal data from a range of different sources like land registries, automotive data,
shopping data, bonus cards, club memberships, what magazines you read, what churches you attend. Now
Cambridge Analytica aggregates this data with the electoral rolls of the Republican party and online data and
calculates a Big Five personality profile.
Digital footprints suddenly become real people with fears, needs, interests, and residential addresses.

d) Identify the suggestive impact and role of data-driven sub-branch of psychology on

BREXIT and US Elections 2016. Explain with the help of step by step process the use of
social media data to achieve the desired results.
 1. Behavioral Science: Demographics, geographics, economic influence, world view. But more
important is psychographics, which is understanding of your personality, and therefore, behavior.
Psychographically categorized voters can be differently addressed. Use OCEAN model to
categorise these voters on the basis on psychographics.
2. Data Analytics: Communication is ever changing. (From creative led communication(top down) to
audience led communication (bottom up). Now we can use hundred of thousands of data points
on our target audience to understand which messages are going to resonate with which
audiences. Big Data. Aggregate of individual data points, synthesised or cleaned to create
insights on your target audience (geographic, attitudinal, personality profiles)
3. Adressable Ad technology: take this offline data and match it to online communications rather
than Blanket advertising/mass advertising. Communication nowadays is being individualised and
customised. Ad messages that are being nuanced to reflect the way you think.

Trump's striking inconsistencies, and the of contradictory messages, turned out to be his great asset: a
different message for every voter.
These "dark posts"—sponsored Facebook posts that can only be seen by users with specific profiles—
included videos aimed at African-Americans in which Hillary Clinton refers to black men as predators, for
example. These "dark posts"—sponsored news-feed-style ads in Facebook timelines that can only be
seen by users with specific profiles—included videos aimed at African-Americans in which Hillary Clinton
refers to black men as predators, for example.
From July 2016, Trump's canvassers were provided with an app with which they could identify the political
views and personality types of the inhabitants of a house. It was the same app provider used by Brexit
campaigners. Trump's people only rang at the doors of houses that the app rated as receptive to his
messages.
Cambridge Analytica, however, divided the US population into 32 personality types, and focused on just
17 states. the company discovered that a preference for cars made in the US was a great indication of a
potential Trump voter.
Facebook proved to be the ultimate weapon and the best election campaigner,
A study showed the effectiveness of personality targeting by showing that marketers can attract up to 63
percent more clicks and up to 1,400 more conversions in real-life advertising campaigns on Facebook
when matching products and marketing messages to consumers' personality characteristics.

e) List down five digital traces which you are generating via your smartphone.
Demographics on Facebook, Likes on facebook, Location sharing, magazine subscriptions, shared links,
products purchased online, google searches, who you follow on Instagram/Twitter etc.
Even number of profile pictures, number of contacts (measures of extraversion)
Motion sensor senses how quickly we move and how far we travel (emotional instability)

f) Explain how social media data can be termed as ‘Big Data’ in context of V’s of big data.
Social media can provide a variety of data points for a wide audience of millions of people not just on the
basis of their demographics but also on the basis of their ‘likes’. Companies can gain insight in user
psychology and their reactions

g) Give some examples of “Kosinski proved that on the basis of an average of x number of
Facebook "likes" by a user, it was possible to predict ……”
Kosinski proved that on the basis of an average of 68 Facebook "likes" by a user, it was possible to predict their skin
color (with 95 percent accuracy), their sexual orientation (88 percent accuracy), and their affiliation to the
Democratic or Republican party (85 percent).
He was able to evaluate a person better than the average work colleague, merely on the basis of ten Facebook
"likes." Seventy "likes" were enough to outdo what a person's friends knew, 150 what their parents knew, and 300
"likes" what their partner knew.

h) What is the concept of ‘data point’ in digital media advertising? Give an example.
Hundreds and thousands of data points can be used to make a character profile and make correlations
between peoples likes, demographics, personality so they can be targetted to by different companies.

i) Discuss the three components of Cambridge Analytica's marketing campaign for US

elections.
1. Behavioral Science: Demographics, geographics, economic influence, world view. But more
important is psychographics, which is understanding of your personality, and therefore, behavior.
Psychographically categorized voters can be differently addressed. Use OCEAN model to categorise
these voters on the basis on psychographics.
2. Data Analytics: Communication is ever changing. (From creative led communication(top down) to
audience led communication (bottom up). Now we can use hundred of thousands of data points on
our target audience to understand which messages are going to resonate with which audiences. Big
Data. Aggregate of individual data points, synthesised or cleaned to create insights on your target
audience (geographic, attitudinal, personality profiles)
3. Adressable Ad technology: take this offline data and match it to online communications rather than
Blanket advertising/mass advertising. Communication nowadays is being individualised and
customised. Ad messages that are being nuanced to reflect the way you think.

j) With more than 40 million broadband Internet users in Pakistan, discuss the possibility of
PMLN, PTI, or PPP utilizing the services of Cambridge Analytica for 2018 elections.

2. BSI Teradata, Case of the Misconnecting Passengers

a) Give two business examples of ‘Rules based engine’ making or suggesting decisions to
business manager.
b) What is the concept of ‘Real Time’ Analytics?
c) Give examples of ‘Descriptive Analytics’ in action from this scenario.
d) Describe the process with which it became easier for business manager to take a
decision as he/she gets more relevant information about a situation. What is the role of
technology in the whole process?
e) What is the concept of ‘Interactive Data warehouse’?
f) Give examples of ‘Predictive Analytics’ in action from this scenario.
3. BSI Teradata, Case of the Retail Tweeters
a) What is ‘Social Media Analytics’? What type of data is used in Social Media Analytics
b) Who are the ‘Tweeting Influencers’? Give an example of ‘Tweeting Influencer’ from
Pakistan.
c) Give examples of ‘Descriptive Analytics’ in action from this scenario.
4. Moneyball movie
a) Iis the competitive advantage of well-funded baseball teams sustainable?
 b) Compared to other baseball teams with high budget, what are the strengths and
weaknesses of the Oakland Athletics? How did Billy Beane, the general manager of the
Oakland Athletics overcome the weakness of the team?
c) What are the guiding principles of Billy Beans HR strategy? How did Billy Bean select
talent? Is it a good approach to talent selection? How is talent developed after
recruitment?
d) Why is there a strong resistance to the adoption of the new approach? What are the keys
to innovate within an organization?
e) Why did the adoption of this new approach fail to lead to competitive advantage in the
first place?
f) How does this new approach create competitive advantage?
g) Is this new approach the source of sustainable competitive advantage?
h) What management lessons have you learned from this film?
5. Chapter 1, 2, & 4 (Questions from Summer 2017 exam)
a) Describe Structure of Mathematical Models for Decision support. What are its
components?
b) With the help of an example explain the process of training, testing, and predicting in a
data mining model.
c) The textbook definition of Data Mining is "The nontrivial process of identifying valid,
novel, potentially useful, and ultimately understandable patterns in data stored in
structured databases". Define Process, Nontrivial, Valid, Novel, Potentially useful, and
Ultimately understandable in context of this definition.
d) What is the concept of Information Graveyard? How can it be avoided?
e) Identify different types of internal and external data which are stored in Data Warehouse
for analysis.
f) Give a business example each of Nominal, Interval, Textual, and Multimedia Data.
g) Describe any one step used in Data Pre-processing.
h) A business example each of Prescriptive, Descriptive, and Predictive Analytics.
i) Differentiate with the help of an example the difference between OLTP vs OLAP systems.
j) What is Cloud Computing? Why is it getting so popular?
k) One line description of 3 Vs of Big Data.
l) One line description of components of BI-Architecture.
m) Differentiate between ‘What Happened’, ‘Why Did it Happen’, and ‘What will happen’ with
the help of business examples.
n) Give a business example each of classification, market-basket analysis, and clustering as
methods of data mining.
o) What is the concept of Information Dashboard? Who is its target audience?
p) Describe components of following statements:
▪ Mydata <- read.csv(“X:/market.csv”)
▪ tree = rpart(MOBILE_USAGE ~ INCOME+AGE+EDUCATION+MARITAL_STATUS,
method="class", data = mobileusage_data)
▪ testpredict <- predict(tree,mobile_usage_test,type="class")
▪ arima(lh, order = c(1,0,0))

q) Build a Decision Tree based on following data <RISK is classification variable>:

ID SMOKER DIET RISK
1 NO POOR MEDIUM RISK

2 NO GOOD LOW RISK

3 YES POOR HIGH RISK

4 YES GOOD MEDIUM RISK