April 2016
Beginner to intermediate
304 pages
8h 54m
English
Content preview from Big Data and Business Analytics
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e Intrinsic Value of Data • 79
DIFFERENTIAL VALUE
So long as Ellen continues to buy music from James, he may not have a
particular interest in incidental data. at is the status quo among orga-
nizations today. ere are two driving factors that would prompt James
to start collecting and using incidental data. e rst, as we discussed
is to entice Ellen to buy more. e science behind retargeting has demon-
strated that using behavior as an indicator of intent increases the return
on investment of advertising by anywhere from 2 to 35 times [http://www.
technewsworld.com/ story/71236.html].
e other business driver is competition. Consider when Ja
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