1. (3 points total) Similar to our discussion question in session 2 of this course, you will benchmark the performance of the Google merchandise store in the period Feb 1- Feb 28, 2018 against the performance for the same period in the previous year, i.e. Feb 1- Feb 28, 2017. You will again use the framework of the Hierarchy of Effects Model of Communication and the Chain Ratio Method for the benchmarking. However, unlike the exercise in session 2, you will develop two separate chains of ratios for Male and Female users: these are two important target segments for the store with somewhat distinct preferences. The chain of ratios for each gender is: SSRRRRRRSSOORRRR RRRRRRRRRKRRNABU KRANMAKE RRRIGGERNN. NNRRNOWNEWERMANNER RRRRGGRRNN x PPaa PPRKRASSRRRRRR RadIRRRRRRRRRRRRRRRR To obtain the data on number of users, sessions, pageviews, transactions, and total revenues by gender from the Google Analytics Reports, you first need to create a segment each for males and females. To do so, choose a page in the report, say Audience Overview, and click on "+ Add Segment." (see screenshot 1 in the Appendix to this problem set). In the next screen, click on the red button saying "+NEW SEGMENT." (see screenshot 2). In the following screen check the box next to Female and enter "Female Users" as the name of this segment and click on the blue "Save" button next to this box (see screenshot 3). The next screen will show that Female Users is now added as an additional segment and statistics such as number of users and sessions are now made available separately for the segment of Female Users (see screenshot 4). Create another segment in a similar fashion for male users. You will note that the number of male and female users do not add up to the total number of users. The reason is that the gender information is not available for some of the users. Then submit the answer to the following questions. i. (2 points) Compute the ratios in the above chain for each segment, Males and Females, for the two time periods using the spreadsheet, "Problem_Set_1_Google Analytics.xlax" on