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Marketing Data Science: Modeling Techniques in Predictive Analytics with R and Python by Thomas W. Miller

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8. Promoting Products

Roy: “I’m not a criminal. I’m a con man.”

Dr. Klein: “The difference being?”

Roy: “They give me their money.”

—NICOLAS CAGE AS ROY AND BRUCE ALTMAN AS DR. KLEIN IN Matchstick Men (2003)

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 bobble-heads would bring additional fans to the park. Dodgers management may have been wondering the same thing, ...

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