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Dynamic Customer Strategy by John F. Tanner, Jr.

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Chapter 8

Of Metrics and Models

When people thought the Earth was flat, they were wrong. When people thought the Earth was spherical, they were wrong. But if you think that thinking the Earth is spherical is just as wrong as thinking the Earth is flat, then your view is wronger than both of them put together.

—Isaac Asimov

Introduction

Asimov’s statement is a reminder that being right or being wrong is a matter of degree—that often the question isn’t whether one is right or wrong but how right and how wrong. In this chapter, we explore how to answer the question of how right was your plan. Afterward, you should be able to:

Determine appropriate methods for selecting and displaying data to monitor performance

Create stronger decision rubrics ...

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