Read the short case study and answer the questions Uber is the first choice for people around the world when they think of moving people and making deliveries. It uses the personal data of the user to closely monitor which features of the service are mostly used to analyze usage patterns and to determine where the services should be more focused. Uber focuses on the supply and demand of the services due to which the prices of the services provided changes. Therefore one of Uber's biggest uses of data is surge pricing. For instance, if you are running late for an appointment and you book a cab in a crowded place then you must be ready to pay twice the amount. For example, On New Year's Eve, the price for driving for one mile can go from 200 to 1000. In the short term, surge pricing affects the rate of demand, while long term use could be the key to retaining or losing customers. Machine learning algorithms are considered to determine where the demand is strong. You must check a detailed case study of Big Data 1) How do Uber use big data effectively in their business? (8 marks) 2) Explain how Uber can use Big data to gain a competitive advantage over its competitors. (6 marks) 3) Retailers like Uber use Data mining and OLAP techniques. Give TWO reasons why Uber could use these techniques in the company. (10 marks) 4) Which organisational levels of Uber gains the most from using big data? Give a detailed answer to the question (6 marks)