Question 2: Machine Learning (100 marks)

a) Which of unsupervised or supervised machine learning is best suited to assessing causation? Explain your choice. (10 marks)

b) Your analytics team presents you with two sets of results that have improved the organizations ability to predict customer defections. The first method uses deep learning and has a precision of 85%. The second method uses decision trees and has a precision of 70%. The previous approach had a precision of 40%.

i) Make a case for using the results of the deep learning method. (10 marks)

ii) Make a case for using the decision tree method. (10 marks)

In your answers, consider aspects of customer lifetime value and managerial decision making