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they re over at a table buying a bunch of shots they ll wait until the prices change and capitalize on the cheaper item. for them it s really a game and sort of a way to influence the happy hour, so to speak. but there s more to this game than meets the eye. more than a game. definitely more than a game. on the surface it s a game but behind the scenes, it s a lot of influence that goes on. in fact, data analysts like tyler don t even call it a game. they call it gameification because it uses sales numbers to increase marketing. gameification is an example of big data in that you re engaging people to do something. he says this kind of game engagement is a highly effective tool for collecting data about customers preferences. data which can then be used to increase profits. if you know what you re looking to accomplish you can be very targeted. very pragmatic about what you want to go out and do. in the meaningful data you want to pull. the key to this system is that a ....