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During the past decade, advances in information technology have ignited a revolution in decisionmaking, from business to sports to policing. Previously, decisions in these areas had been heavily influenced by factors other than empirical evidence, including personal experience or observation, instinct, hype, and dogma or belief. The ability to collect and analyze large amounts of data, however, has allowed decisionmakers to cut through these potential distortions to discover what really works. In the corporate sector, a wide variety of data-driven approaches are now in place to boost profits, including systems to improve performance and reliability, evaluate the success of advertising campaigns, and determine optimal price. Marriot International, for example, has created a program called Total Hotel Optimization that uses data to shape customer promotions and set prices on rooms, conference facilities, and catering.