Do You Know Your 'Failure Rate'?

We resist experimenting with innovative tools and processes because we insist that "It" — the "It" being a predictive model, a new online tool, a new multichannel process, you name it — be 100 percent correct, 100 percent of the time. Otherwise, forget it, we’ll just stick with the same-old-same-old, thank you.

Of course we arrive at such a silly expectation without the foggiest idea of what the "failure rates" are on the techniques and technologies we’ve been using — without question — for years.