Arthur Einstein

By Mark Klein, Arthur Einstein & Amy Grainger Why the rate of change in your customers' behavior can be vital to the pace of your business's growth A few years ago, Bill Gates, in his book, "Business @ the Speed of Thought," wrote, "If the 1980s were about quality, and the 1990s were about re-engineering, then the 2000s will be about velocity." Good point. Today, only six years since the book was published, the speed of business has accelerated as he predicted. But velocity is a measure of both the rate and direction of motion or change. And the business person who isn't

Using data, you can focus solidly on the customer -- not the product -- to make more effective offers. Back in the 20th century, sales and marketing geniuses were American business heroes—they built great sales forces that built great companies, and created great ads that built great brands. But during the past 25 years, technology changed the rules. Now and forevermore, marketing geniuses will be guided not by intuition but by predictive analytics. In the future, marketing geniuses increasingly will use an understanding of customer behavior to offer the right product, at the right price, at the optimum time. Forrester Research analyst Eric Schmitt

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