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1. Business in the Entertainment & Media Industries
Assignment 2: Exploring Big Data in Entertainment
Read the instructions for this assignment on the FSO platform before completing
this template. Type over the <Type here> prompts.
Student name: Gregory Morgan
Part I – How are you being Tracked?
First Category: E-Commerce
Screenshot of Advertisement:
Which site did you choose?
(1 sentence minimum)
I chose Amazon.Com, as this is one of my most
visited E-Commerce sites. They offer a wide variety
of options from you to choose from.
What is the first ad that you
see?
(1 sentence minimum)
The first ad I saw was for Comcast Mobile. The ad
was offering a $50 prepaid card if you sign up for a
new line or transfer a number.

2. How does this ad relate to
you?
(3 sentence minimum)
I feel like this ad does relate to me to some extent.
As a younger adult who loves technology and loves
to save money on my bill, I think this ad is great to
trigger me to look at what they have to offer.
Do you think it was the same
for all visitors to the site, or
does it feel specifically
targeted to you? Why or why
not?
(3 sentence minimum)
I feel as if the ad is not the same for all visitors. I do
believe that the ad is specifically targeted towards
me. I also feel as if the ads are based on my search
history.
To test this, I asked if I could borrow my wife's laptop
to see what ads are showing for her. I did multiple
searched and I did not find the same ad’s I had.
The first ad we saw on Amazon, was an ad for
movies. She said she searches for movies a good
bit.
So, in my research. I feel that the ads are targeted
towards your search history.

3. Second Category: News
Screenshot of Advertisement:
Which site did you choose?
(1 sentence minimum)
I chose cnn.com as it is website that I do not use,
and I wanted to see what type of ad’s would be
advertised towards me.
What is the first ad that you
see?
(1 sentence minimum)
The first ad I saw, was an ad for a new podcast that
you can listen to on Apple Podcasts. The podcast
will be with Dr.Sanjay Gupta. The podcast topic will
be, Coronavirus: Fact VS. Fiction.
How does this ad relate to
you?
(3 sentence minimum)
I currently do not relate to this ad. Although I do
love podcasts. I currently do not relate to the podcast
the ad is trying to promote and advertise towards. I
currently cannot read or listen to anything going on
with the current Corona Pandemic.

4. Do you think it was the same
for all visitors to the site, or
does it feel specifically
targeted to you? Why or why
not?
(3 sentence minimum)
I did the same research as the same E-Commerce
Part.
I know that it is not targeted towards me as I have
done no searches on the current Corona Pandemic.
I waited a few hours and went to cnn.com again on
my wife's computer. Again, the first ad I saw was for
the Coronavirus: Fact VS. Fiction podcast.
I made sure to ask if she has searched anything
about the current pandemic, and she said no.
Although the add was still there and smaller it was
still the first add I saw.
So, after my research. it has shown that this ad is
targeted towards all traffic to the site, to promote
awareness and market towards the podcast
So, after my research. it has shown that this ad is
targeted towards all traffic to the site, to promote
awareness and market towards the podcast.

5. Third Category: Social Media
Screenshot of Advertisement:
Which site did you choose?
(1 sentence minimum)
I chose youtube.com as my social media choice.
The reason I chose YouTube is for many reasons.
They have plenty of instructional videos, learning
videos, blogs, music videos, etc.… Some people
say YouTube is not a social media site, but it is.
People from around the world share their content.
People of all types come together as a community,
and comment on ideas and share their thoughts. I
love the YouTube community. It’s so kind, loving
and everyone is there for you.
What is the first ad that you
see?
(1 sentence minimum)
The first ad I saw, was for a YouTube Original titled
Coachella: 20 Years in the Dessert.

6. How does this ad relate to
you?
(3 sentence minimum)
I do not relate to this article. Although I do love
festivals and have gone to many in my lifetime.
Coachella is not one of them. I am not a fan of the
genre of music that the festival promotes. I also am
not a great critic of the price of the festival.
Do you think it was the same
for all visitors to the site, or
does it feel specifically
targeted to you? Why or why
not?
(3 sentence minimum)
I do believe that that ad is the same for all visitors.
I did the same thing I did with the other topics. I
visited the site on my wife’s laptop. With doing this
the first add I saw was for Coachella: 20 Years in
the Dessert.
While doing this I thought hey, our computers are
connected to a VPN, and most of the time they
connect to servers on the West Coast. So I thought
maybe that is why the ad was targeted specifically
towards me.
I decided to research this a little more. So, I turned
off my VPN, and I used my Ipad to reach the
website. “I did not use the app” And with that I got
the same result. I got the same ad. Coachella: 20
Years in the Dessert.

7. So, after my research. It has shown that YouTube
wants to market and promote their new YouTube
Original Coachella: 20 Years in the Dessert.
Part II – Let’s Explore More Careers Using Big Data:
Job Title Associate Director, Sales Analytics
Company: Sony Music Entertainment

8. Direct link to Job Posting: Associate Director, Sales Analytics
Job Description:
(Please avoid copying and
pasting from job post. Try to
put the description in your
own words.)
At Sony Music Entertainment the Associate
Director of Sales Analytics, will play a key part in the
Label Sales Analytics Team. You will oversee the
Sales Analytics team. The daily functions of the
Label Sales Analytics Team include, streaming,
sales and market share information and analyses
amongst all of Sony’s Labels. As the Associate
Director you will perform deep-dive analyses of data
to answer business-critical questions brought to you
by senior leaders to help them understand the
newest trends across the music industry, direct
competitors, digital streaming, partners and
consumers. The Associate Director will also be
involved with assisting with the next generation of
reports, and analytical approaches to evaluate the
performance of our artists, albums and track
releases.
Responsibilities:
Responsibilities include, but are not limited to:
• Perform deep dive analyses to help other
divisions with the understanding of trends
across the music industry, competitors, digital
streaming partners, and consumer behaviors
and share those insights with the weekly
executive sales meeting attended by
numerous representatives amongst the other
Sony divisions..
• Understand data sources and systems to
ensure data integrity and report accuracy.

9. • Development of new tools and reports to
evaluate the performance of new track and
album releases that can be resourceful
amongst all of Sony’s labels.
• Schedule the weekly executive sales desk and
improve it to stay ahead of the changes in the
industry.
• Perform daily analysis of the Nielsen industry
market share and complete weekly & monthly
reporting.
What data analysis type skills
are listed for this particular
position? (You may have to
research what some of these
tools and software programs
are.)
• Advanced Excel Skills (Pivot tables, VLookups.
As well as PowerPoint.
• SQL- This is mainly used for stream processing
in a relational data stream system
• Python- This can be used because it provides
great functionality to deal with mathematics,
statistics and scientific function.
• Tableu- This is a powerful date virilization tool.
It helps with simplifying raw data into a very
understandable format. Data analysis is very
fast with Tableau and the visualizations
created are in the form of dashboards and
worksheets.

10. Describe how a person would
use data to make decisions in
this position:
(5 sentence minimum)
There are several factors in how a person would
make data decisions in this position. With the data
they have. They need to understand and predict the
current trends with competitors and digital streaming
partners. They would also use the data to follow
current trends with playlisting, streaming and sales
to monitor changes, they also use the data to
continually monitor the label and direct market shifts,
it helps them understand the reasoning behind the
changes and it helps them identify those
opportunities to grow share and revenues.