Web and Network Data Science: Modeling Techniques in Predictive Analytics

5. Watching Competitors

“Keep your friends close, but your enemies closer.”

—AL PACINO AS MICHAEL CORLEONE IN The Godfather Part II (1974)

Recently I flew Spirit Airlines from Los Angeles to Chicago. Known for its low fares, Spirit charges a base fare and then adds amenities. My first and only amenity was a seat. I bought seat 10F in each direction: 2 × $14 = $28. I could have purchased seats further forward at $25 each, but that seemed a bit excessive. Ordering online was a snap except for a barrage of pop-up ads. I was asked if I wanted to pay extra to board the plane early. I did not. And I accepted no luggage charges.

At the airport I spent twenty minutes rearranging my bags, converting two canvas bags of books and clothing into one. This ...