One of the first steps to becoming a competitor is the widespread use of modeling and optimization. Instead of following basic statistical information, it is wise to look for ways to increase profitability. To succeed in this, organizations use both internal and external information retrieved from external sources for a clear understanding of their consumers. Secondly, a business approach is needed. Through this approach, employees become proactive in discovering which elements or processes are effective. A good example would be how the article talks about UPS's approach to problem assessment.” The UPS Customer Intelligence Group, for example, can accurately predict customer defections by examining usage patterns and complaints. When data indicates a potential defector, a salesperson contacts the customer to investigate and resolve the issue, dramatically reducing customer loss. UPS doesn't yet have the breadth of initiatives of a true analytics competitor, but it is moving in that direction.” (Davenport, 2006) Additionally, help from senior management advocates would be essential. With the collaboration of the CEO or senior executive who defines the culture of the company, it would be in their interest to influence others, according to their beliefs. For example, if the CEO or senior executive officer were persuaded to proceed with a particular theory or idea, he or she would then be willing to share it with his or her fellow managers who would then incorporate it into the organizational plan.