Understanding how to use data and analytics for effective decision-making requires evolving as technology does — and this is not lost on California-based Absolutdata. Starting 17 years ago to create scalable, data-driven impacts, Absolutdata has adopted the use of AI and machine learning as a part of their solution.

We sat down with Anil Kaul, CEO of Absolutdata, to learn more about how they’re using AI to provide the very best for their clients.

ClickZ: Where did the idea for Absolutdata spring from?

Anil Kaul: Since beginning in 2001, our goal has always been to use data and analytics to create scalable impact for organizations through recommendations. Our focus used to be more on using data and analytics as a service that would provide insights for companies to make the right decisions.

We’re still doing that, but we’ve now added AI and machine learning into the mix. We’re combining AI with a technology platform to provide data-driven recommendations and solutions for sales and marketing teams.

Think of it like a GPS for decision-making. A GPS can tell you where you are, where you need to go, and which paths you should take to get there. That’s exactly what we’re doing for sales and marketing teams, and making the right recommendations is the most critical piece of that.