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 50 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.