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A Marketer’s Gameboard for Predictive Analytics
In 1978 New York City structural engineer William LeMessurier received an odd call from a student. LeMessurier had recently unveiled the Citicorp skyscraper in Manhattan, a building with two design distinctions: a 45-degree chop at the top, as if it wore a jaunty hat, and at bottom four multistory supporting pillars placed by the sides, and not corners, of the walls. This created a remarkable view from the street — several stories above the ground, the corners of the building hung out over empty space. The engineering student, puzzled by this, had run math on what might happen when high winds hit the building, and suggested in a big storm, the entire Citicorp building might tumble down.
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