Proliferating data and fast-evolving customer segments,combined with the unprecedented volatility that exists today, demands a radical shift in business thinking. What's clear is that management can no longer risk betting the business on just one discipline. Their brave new world consists of ever more diverse consumers, who have become increasingly interconnected and demanding, with expectations that only rise as their loyalty to companies declines.

In this environment, decision-makers must be ready to target exactly the right price, product and/or service at each core customer segment. This means companies will have to adhere to a new competitive discipline in the form of predictive analytics.

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