Use the following case study to answer Questions 3 to 5: Case study: You are the marketing manager at Ecoture, a company that specializes in selling eco- friendly furniture online. The company relies on web advertising to attract consumers. The organization's goals are to increase revenue by 15% and reduce advertising costs by 20%. You would like to evaluate the effectiveness of Ecoture's online advertising strategies using a data science project. You assign this problem to the company's data science team. You give them access to historical data for the past three years, which contains a list of site visitors referred from ads and the online sales data with corresponding IP addresses. You give the team four weeks to complete the project. Keeping the organizational goals in mind, which one of the following is the most appropriate goal for this data science project? Select one: a. Determining the probability that a customer does not follow through with a purchase, known as shopping cart abandonment b. Determining the probability that a potential customer arriving at the company's website from an advertisement will purchase furniture. c. Determining the probability that a customer will churn, which means to switch to a different company (usually a competitor). d. Determining the customer lifetime value, which refers to the revenue value the company can reasonably expect from the entire future relationship with a single customer. stion 4 yet wered The team proposes the following metric: "Click-through rate of advertisement" (the number of customers that are directed to Ecoture's website from a specific advertisement). Is this a good metric for the defined goals? Why? ked out of Select one: a. No, because the website from which a customer has been directed does not align with the defined data science project goal. b. No, because it is unlikely that a relationship exists between the likelihood that a customer makes a purchase and the specific website they have been directed from c. Yes, because there may be a relationship between the likelihood that a customer makes a purchase and the specific website they have been directed from d. Yes, because it eliminates the need for advertisement). Is this a good metric for the defined goals? Why? Select one: a. No, because the website from which a customer has been directed does not align with the defined data science project goal. b. No, because it is unlikely that a relationship exists between the likelihood that a customer makes a purchase and the specific website they have been directed from c. Yes, because there may be a relationship between the likelihood that a customer makes a purchase and the specific website they have been directed from. d. Yes, because it eliminates the need for more metrics relating to advertising and sales. The team proposes another metric: "Total purchase amount of a customer." This metric is approved for the project. How does this metric align with the data science project's goal, and Ecoture's larger goals? of Select one: a. Investigating the amount spent by a customer is not a suitable metric, and evaluating the effectiveness of advertising strategies is not related to the organization's larger goals. b. Investigating the amount spent by a customer is a good metric that can be used in conjunction with other metrics to determine the effectiveness of Ecoture's online advertising strategies. However, evaluating the effectiveness of advertising strategies is not related to the organization's larger goals. c. Investigating the amount spent by a customer is not a suitable metric. However, evaluating the effectiveness of advertising strategies is related to both customer is a good metric that can be used in conjunction with other metrics to determine the effectiveness of Ecoture's online advertising strategies. However, evaluating the effectiveness of advertising strategies is not related to the organization's larger goals. oc. Investigating the amount spent by a customer is not a suitable metric. However, evaluating the effectiveness of advertising strategies is related to both organizational goals. d. Investigating the amount spent by a customer is a good metric that can be used in conjunction with other metrics as an indication of the effectiveness of Ecoture's online advertising strategies. Evaluating the effectiveness of advertising strategies is related to the organization's larger goals