Read through the case Amazon Shopper Panel: Paying Customers for Their DataWrite and submit a 1500-2000 word response paper. Select one of the two prompts below. Please make it clear at the top of your paper which Option you have selected.Read through and integrate arguments from at least three related references!Option 1: Value of Data>> Start with a brief summary of the case and overview of the major issues – stakeholders, costs/benefits, and broader impacts.>> Focus the remainder of your paper on exploring issues around the “value” of data in this case. Some questions that may help guide you (you do not need to answer all of these – these are examples to help get you started):What specifically can Amazon do with the data they will collect from the Shopper panel? How is it different than data they already have from their own website or third party providers?What value does Amazon capture from and deliver to its customers? How would this change because of the Amazon Shopper Panel program? What value do firms get from their own customers’ data? What can they do with it?How is this different for a new startup company vs a more mature company?How does the value of data for companies change? Is more always better? Which kind? Is there an inflection point?What is the benefit to customers?Related references:Cui, T.H., Ghose, A., Halaburda, H., Iyengar, R., Pauwels, K., Sriram, S., Tucker, C. and Venkataraman, S., 2021. Informational challenges in omnichannel marketing: remedies and future research. Journal of Marketing, 85(1), pp.103-120.Du, R.Y., Netzer, O., Schweidel, D.A. and Mitra, D., 2021. Capturing marketing information to fuel growth. Journal of Marketing, 85(1), pp.163-183.Hagiu, A. and Wright, J., 2020. When data creates competitive advantage. Harvard Business Review, 98(1), pp.94-101.Neumann, N., Tucker, C.E. and Whitfield, T., 2019. Frontiers: How effective is third-party consumer profiling? Evidence from field studies. Marketing Science, 38(6), pp.918-926.Option 2: Privacy and Data Protection>> Start with a brief summary of the case and overview of the major issues – stakeholders, costs/benefits, and broader impacts.>> Focus the remainder of your paper on exploring issues of privacy and data protection in this case. Some questions that may help guide you (you do not need to answer all of these – these are examples to help get you started):What are the implications of new regulations to protect privacy and moves by Apple and Google to reduce the availability of third party cookied?Is there a way to prepare for this? What can firms do instead? How can they live with “first party data”?What should companies do? Can companies rely on their own data only? Are they equipped to keep it safe?We are moving toward a world where customers will have to give consent to use their data: What do you expect customers to do?Related references:Athey, S., Catalini, C. and Tucker, C., 2017. The digital privacy paradox: Small money, small costs, small talk (No. w23488). National Bureau of Economic Research.Acquisti, A., John, L.K. and Loewenstein, G., 2013. What is privacy worth?. The Journal of Legal Studies, 42(2), pp.249-274.John, Leslie K. “Uninformed consent.” Harvard Business Review (2018).Kim, T., Barasz, K. and John, L.K., 2021. Consumer disclosure. Consumer Psychology Review, 4(1), pp.59-69.Lin, T., 2021. Valuing intrinsic and instrumental preferences for privacy. Available at SSRN, 3406412.