Karen Paiyo

By 2010, businesses worldwide will spend a total of $1.5 trillion annually on information technology hardware, software, and services. All corporations face the same challenge and opportunity: how to create value from unprecedented amounts of data available. The Deciding Factor shows how innovative consumer businesses from around the world are using the wealth of business data available to win and keep customers, innovate, and earn more profit through disciplined daily decision making. Too often, senior executives fail to appreciate how much value is created or lost in every decision. The Deciding Factor demystifies the systems and mathematical models that turn analysis of customer data into decisions that create business value.


Table of Contents

Introduction.

1. From Intuition to Algorithms: A Brief History of Using Analytics to Make Better Decisions.

2. How Analytics Makes Customer Relationships More Valuable: The Netflix, Best Buy, Tesco, and Harrah’s Experience.

3. Co-Creation and Decision Management: How Consumers and Companies Share Data to Create Value.

4. The Disciplines of Decision Leaders: The Math, Mind-Set, and Technology for Managing Decisions.

5. The New Knowledge Workers: Defining the Talent Mix for Success with Analytics.

6. Demystifying Decision Management: A Primer on Various Analytic Tools and Techniques.

7. The Future of Decision Management: Using Differentiated Decisions to Gain Competitive Advantage.

Notes.

Appendix A: Fair Isaac’s Decision Management Project Methodology.

Appendix B: Glossary.

Acknowledgments.

The Authors.

Index.


About the Author Larry E Rosenberger, John Nash, Ann Graham

Larry Rosenberger is widely recognized as an innovator in decision technology, particularly in consumer lending. During his tenure as CEO of Fair Isaac Corporation, revenues soared eight-fold over a nine-year time frame. He was named Fair Isaac's first analytic research fellow in 2007, following more than 33 years of service to the company. In this capacity, he continues to pursue research projects that advance Fair Isaac's analytic science.

John Nash is Fair Isaac's vice-president of corporate strategy, leading strategy development across the company's product portfolio. Nash has worked with Fortune 500 companies in financial services, retail, consumer packaged goods, and high tech.

Ann Graham is a contributor to and former deputy editor of strategy+business magazine, and has been a writer and editor for The Economist Group; Gartner, Inc.; Booz & Co.; and Knowledge@Wharton.