The HBS Case $$Improving Lead Generation at Eureka Forbes Using Machine Learning Algorithms$$ strongly parallels the analytics problems Marketing Analysts face in their daily work. You will simulate this type of work by putting yourself in Kashif$$s shoes.

$1)$ Read the HBS Case $$Improving Lead Generation at Eureka Forbes Using Machine Learning Algorithms$$

$2)$ Discuss the case as a team and perform the next three steps together before beginning your analysis.

$3)$ Perform a $5$ Forces analysis using the information available in the case. Summarize the competitive aspects of the market.

$4)$ Do you think this would be a high HHI industry?

$5)$ Explain the problem that Kashif is working as an Analytics question. What is he trying to understand, and what are the objectives of his analysis?

$6)$ What are key components of CLTV and CAC for Eureka Forbes?

$7)$ Use a chi$-$square test to analyze the following claims:

a$.$ Converted customers using mobile, desktop, and tablet are equally distributed

b$.$ Repeat visitors are as likely to convert as new customers

$8)$ Build a logistic regression model on the data to predict which customers will convert. Use techniques to eliminate heteroskedasticity and meaningless variables.