Big Data Analytics

e Mother of Invention’s Triplets • 51

of the advertising budget is wasted (think of the legendary Wanamaker

comment), then redirect that half to something more productive. Also

note we could use A|B or multivariate testing to quantitatively dene our

benets.

One example of marketing that generates protable data points is the

mass e-mail. Let us say that you go to your favorite Italian restaurant and

sign up to receive its mailings. ese mailings will usually contain images

that are not embedded in the message itself. In other words, when you

open the message, a photo of spaghetti will appear, but that image was

never mailed to you. It sits on a server that could be anywhere. It was the

address of that image that was mailed to you. When yo ...