The Deciding Factor: The Power of Analytics to Make Every Decision a Winner [NOOK Book]


The Deciding Factor

In today's high-tech world, all companies are striving to create business value from digital data, but the real value in data comes from how it is used to make decisions. At the end of the day, what drives the results your company achieves is the millions of decisions made every day that are influenced by customer interactions and transactions.

In this groundbreaking book, Larry Rosenberger and John Nash draw on over fifty ...

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The Deciding Factor: The Power of Analytics to Make Every Decision a Winner

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The Deciding Factor

In today's high-tech world, all companies are striving to create business value from digital data, but the real value in data comes from how it is used to make decisions. At the end of the day, what drives the results your company achieves is the millions of decisions made every day that are influenced by customer interactions and transactions.

In this groundbreaking book, Larry Rosenberger and John Nash draw on over fifty years of experience in helping companies automate, improve, and connect decisions. Using analytic techniques first pioneered by Fair Isaac Corporation, the authors clearly show how today's forward-thinking executives and managers are using analytic insights to ensure their decisions keep up with information complexity and the pace of change—especially changes in consumer behavior and attitudes, in regulations, and in competitive actions and reactions. The authors explain how making better decisions through a combination of data, mathematics, and software can lead to a more customer-centric, cost-competitive, and creative organization.??

Highly accessible, The Deciding Factor helps demystify the math and information technology behind decision management for the business manager who may not be a mathematics or computer science wizard. As practical as it is approachable, the book answers such questions as: How does a multinational consumer packaged-goods company build brand loyalty one person at a time? How does a consumer credit-card company process millions of transactions every second and keep fraud under control? How can a big-box retailer increase per-customer profitability?

Rosenberger and Nash offer a much-needed resource for decision makers from the boardroom to the front line, a resource that provides guidance to create and unlock new sources of value from an organization's decisions.

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Product Details

  • ISBN-13: 9780470459461
  • Publisher: Wiley
  • Publication date: 2/17/2009
  • Sold by: Barnes & Noble
  • Format: eBook
  • Edition number: 1
  • Pages: 256
  • Sales rank: 540,423
  • File size: 506 KB

Meet the Author

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.

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Table of Contents


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.


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

Appendix B: Glossary.


The Authors.


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Sort by: Showing all of 2 Customer Reviews
  • Posted April 12, 2009

    more from this reviewer

    Become Data Driven . . . Analytics for improved productivity

    Rosenberger and Nash have put together a concise, well written and relatively easy to follow book to explain exactly how using analytics will enhance your business decisions. Practical methods are given with examples to demonstrate how to apply the theory. The Deciding Factor is for any manager, leader, entrepreneur, and IT professional.

    The authors use several high-profile companies to put together case studies demonstrating the value of analytics or how the absence of analytics caused poor decisions to be made. They point out that there are several societal trends which require us to change our business models.

    . An Increasingly Cashless Economy enables Tracking of More Customer Data
    . Multiple Companies Sharing Data About Customers they have in Common
    . New Technologies being developed to Enable the Use of Unstructured Data
    . Obtaining Data from Social Networking sites
    . Companies from emerging Markets Competing for their Share of Consumer spending

    Companies who are responding to the changing trends are rapidly revising how they make decisions and are automating much of the process. Industries that seem to be ahead in this move to improve are: Retail Banking, Credit Cards, Health care, Insurance, Telecom. Many companies will find they have to update their IT infrastructure as well as manage the change in decision making with their employees.
    The authors use Fair Isaac's Decision Methodology to demonstrate how a fully integrated IT assisted might evolve. The method is a "circular, continuous improvement process" which might be thought of as seven stages - Stage 1) Set Decision Strategy: Identify, assess, and link business objectives to decision improvements. Stage 2) Identify Decision Yield: Determine critical decisions and potential decision yield. Stage 3) Design Decision Architecture: Design the architecture for your decision environment. Stage 4) Build Data Environment: Develop and/or integrate the data environment required to inform decisions. Stage 5) Build Mathematical Models: Develop and implement mathematical models to improve decisions. Stage 6) Build Operational Environment: Develop, implement, and modify the operational environment to enable decision execution. Stage 7) Continually Improve Decisions: Operate, monitor and improve the decision environment. (Back to Stage 1, closing the circle).

    Each of these stages is then explained in detail. For example, in Stage 1), the key questions for the organization to ask about the Decision Strategy are outlined: What are the Possibilities? What are the important opportunities in alignment with company strategy or problems to be solved? What are the most important decisions related to these opportunities? How should opportunities be pursued based on priorities?

    I believe the case is made that the continuing productivity improvements from our IT investments will come from using Analytics to help make rational, data driven decisions to better serve customers and clients. The Deciding Factor provides a clear understanding and methodology to move your company to the next level of productivity.

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  • Anonymous

    Posted July 22, 2010

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