"Lead generation excels when a campaign is looking to capture a piece of factual intelligence that could never be modelled or predicted through profiling and sophisticated propensity algorithms."

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Fantasy sports went a long way toward developing the sabermetrics formulas used not only by oddsmakers but general managers in hiring players. So the amateur fantasists ended up creating some of the algorithms that Oakland GM Billy Bean's statisticians used to win games with less salary money available for star players.

— Douglas Rushkoff