Knowing exactly who your biggest, most valuable clients or customers are is critical to long-term, sustained success. They have a huge impact on the company's revenue and should be treated specially because you cannot afford to lose them. It starts with diving into your data.

We live in a data-driven, quantitative world, like it or not.  But the qualitative side of life, sometimes dismissed as “squishy” or “soft,” still has a powerful role in business and public policy.