Data Analytics and Root cause analysis gives $12Mn profit !

Here is one of the classic cases to highlight the power of data analytics and root cause analysis .Leading travel service provider
Expedia was able to increase its profit by $12Mn by simply deleting a field in application form
Case snapshot below:

It also brings into focus the importance of testing for user experience.
Reference :Silicon news
Image courtesy :blog.rpu.org/?p=522