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Modeling Techniques in Predictive Analytics: Business Problems and Solutions with R, Revised and Expanded Edition by Thomas W. Miller

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2. Advertising and Promotion

“I’m going to make him an offer he can’t refuse.”

—MARLON BRANDO AS VITO CORLEONE IN The Godfather (1972)

It was a Thursday night in July. I was thinking about going to the ballpark. The Los Angeles Dodgers were playing the Colorado Rockies, and I was supposed to get an Adrian Gonzalez bobblehead with my ticket. Although I was not excited about the bobblehead, seeing a ball game at Dodger Stadium sounded like great fun. In April and May the Dodgers’ record had not been the best, but things were looking better by July. I wondered if bobbleheads would bring additional fans to the park. Dodgers management may have been wondering the same thing, or perhaps making plans for a Yasiel Puig bobblehead.

Suppose we were working ...

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