With innovation in computer electronics almost a monthly upgrade, differentiation is no longer best focused on the product – but rather on the relevance to the customer.

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Business Intelligence acts as a foil against customer irrationality. A recent study by McKinsey group identified that customers do not act as rational as businesses expect them to. This has been highlighted in the recent mortgage industry collapse, where banks incorrectly assumed that home owners would be rational in managing their debt. And it wasn’t [...]

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