Suppose following is a lead generation landing page for a website that sells a document management software. The landing page of the company plays a key role in generation of leads and sales for the company, but the management of the company is not sure about the effectiveness of the landing page and wants to make it more effective. They think that the landing page can be made more effective by adding an image or video of the use of software next to the form for lead generation. In addition, they are wondering if they should highlight free one-month trial in the CTA and try a different color for the CTA button. Discuss how the company go about testing these changes on the website. In particular, discuss the experimental method (A/B testing, Multivariate testing or Multi-Armed Bandit) and the experimental design (3 points).

Suppose the company carried out a simple A/B test with two different colors of CTAs in the above landing page with Pink as the color of CTA in control group and Green as color of CTA in the treatment group. Data for conversion for the two groups, i.e., control and treatment are provided. Carry out an analysis to find what the company should do based on the data. Provide hypothesis tested and results along with R codes for the analysis (3 points).

variables	description
user_id	Unique identification for users
timestamp	time of day when user was exposed to the webpage
group	control: Pink CTA button; treatment: Green CTA button
landing_page	old_page: Pink CTA button landing page; new_page: Green CTA button landing page
converted	1: if user completed web form and clicked on CTA; 0, if otherwise.

Digital Analytics III: Web Scraping and Text Analytics (2 points)

What is TF-IDF (term frequency-inverse document frequency) in text analysis? Why is it used? Calculate the TF-IDFs for the following terms appearing in two consumer reviews.

Review 1: The acer laptop is an excellent laptop due to its low price and great RAM capacity.

Review 2: The acer laptop is not a great laptop due to its low reliability.

Terms	IDF	TF-IDF (review 1)	TF-IDF (review 2)
Acer
laptop
Low
price
RAM
reliability

Sentiment analysis: What are three general-purpose lexicons for sentiment analysis and how do they work?

Social Media Marketing, UGC and Mobile Marketing (2 points)

Refer to the case study called “Maersk Line: B2B Social Media….” and discuss in short how the company segmented different social media platforms and adopted different strategies for the platforms.

Based on the information in the Maersk case, calculate the ROI for social media activity done by the company and discuss what are some other activities that the company can carry out in future.