Suppose you work for Orbitz and have developed a concept for an algorithm that can order hotel choices depending on the site visitor's operating system (OS). Fully developing and implementing the algorithm on the website will cost $10 million.

You are in charge of convincing senior leadership that this is a worthwhile expenditure. To do so, you must answer a number of questions from them:

• Why does the order of hotels shown matter?
  • Can't people just scroll down the list and see the hotel they want eventually?
• What economic decision(s) will people make differently if you show them an OS-specific hotel order?
  • Why?
• Can you quantify the benefits to Orbitz of this $10 million investment, to convince leadership that it's worthwhile?
  • What data would you use? How would you use it?