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Tennis most supportive sponsors (IBM, Nike, ESPN to name a few) all compile massive amounts of data to run their business and adapt to the ever changing market place. Most modern business decisions use data to assess risk in developing their product and services to estimate costs and sales forecasts.
The illusion of travel rewards is so prevalent in our society consumers believe that travel rewards are as good as cash or simply better. Some even proclaim it be free money, the proverbial “no brainer”. Like picking Roger Federer at Wimbledon.