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Data-driven decisions are becoming strategically important to a company’s success at every stage of the customer lifecycle. Companies across all industries find that they have the data but struggle to make decisions that have meaningful business impact. A simple change of approach could make a big difference. Rather than start with data, forwardlooking businesses are applying a decision-first approach that begins with the business objective and decision model before considering data and analytic requirements. Once the decision has been identified, a company can access data in order to gain customer insights and then act at the exact right moment. The organization can then drive key decisions across all interactions and continuously improve so the next decision is even more accurate.