A social media marketing company is conducting consumer research to see how the income level and age might correspond to whether or not consumers respond positively to a social media campaign. Aliyah Turner, a new college intern, is assigned to collect data from the past marketing campaigns. She compiled data on 284 consumers who participated in the marketing campaigns in the past, including income (in $1,000s), age, and whether or not each individual responded to the campaign (1 if yes, 0 otherwise). A portion of the SocialMedia_Data worksheet is shown in the accompanying table.

a. Perform KNN analysis to estimate a classification model for the social media campaign using the SocialMedia_ Data worksheet and score new consumer records in the SocialMedia_Score worksheet. What is the optimal value of k? 

b. Report and interpret the overall accuracy, specificity, sensitivity, and precision rates for the test data set (for Analytic Solver) or validation data set (for R). 

c. What is the area under the ROC curve (or the AUC value)? Comment on the performance of the KNN classification model. 

d. What is the predicted outcome for the first new consumer record? e. Change the cutoff value to 0.3. Report the accuracy, specificity, sensitivity, and precision rates for the test data set (for Analytic Solver) or validation data set (for R).

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Social Media 0 0 1 1 Income 103.3 61.4 1 91.3 Age 67 34 E 40