The big data revolution is requiring a seismic shift inside organizations, both in the way we build relationships and the way we make decisions. Each is now driven by data rather than intuition.

In general, decision making is accomplished via a thought process of selecting a logical choice from the available options. In a technical sense, when one makes a decision, all of the positives and negatives of each option are weighed against each other and/or a set of criteria, as well as all other considered alternatives. This process can be rational or irrational, and is often influenced by the decision maker’s utility and attitude toward risk.

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