By 2010, businesses worldwide will spend a total of $1.5 trillion annually on information technology hardware, software, and services. All corporations face the same challenge and opportunity: how to create value from unprecedented amounts of data available. The Deciding Factor shows how innovative consumer businesses from around the world are using the wealth of business data available to win and keep customers, innovate, and earn more profit through disciplined daily decision making. Too often, senior executives fail to appreciate how much value is created or lost in every decision. The Deciding Factor demystifies the systems and mathematical models that turn analysis of customer data into decisions that create business value. Larry E. Rosenberger (San Rafael, CA) is the former CEO of Fair Isaac and Fair Isaac's first Research Fellow. John Nash (Minneapolis, MN) is Vice President of Corporate Strategy at Fair Isaac. He previously worked for Seisint, Inc. (now a subsidiary of LexisNexis) and Accenture. Fair Isaac, creator of the FICO score, is the leading provider of decision management solutions, combining trusted advice, world-class analytics, and innovative applications to help businesses around the world make smarter decisions.