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Our Guiding Principles


1. Every business need can be helped by analytics.
2. Good analytics is enabled by good and relevant data, with ample coverage and depth.
3. Data can only be as useful as the analytics objective and design that prompted their collection.

4. Starting out small and simple in analytics, especially if data is not easily available, is a logical way to go.

5. Even the most complex analytics can be consumed in much simpler form given a clear objective.

6. Insight from analytics can be simple to extract and use, even if the analytics is complex.

7. A thorough and more realistic analysis considers both growth and risk variables.

8. For every model, there’s new predictive data waiting to be discovered.