Let’s say you’re running the marketing function for a chain of hotels. You’re looking to create targeted offers that help improve the experience of your high-value customers. You have customer purchase history in a relational database, clickstream data from the hotel website in an analytics system, and customer chat transcripts in a support system. You want to take these datasets and use them to build a machine learning (ML) model that predicts when a customer has a high probability of booking rooms with a rival hotel company—so you can offer them the right incentive at the right time.