Challenge:

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An international construction company approached us at Data Quality and Optimization (Dataqao) with a tough challenge. They needed to sell a large quantity of de-icing salt in the U.S. market but struggled with pricing and market penetration due to limited experience in this space. Additionally, we didn’t have access to a dedicated database to identify potential buyers, so we used Google’s search engine to gather all available data on rock salt suppliers. Based on this data, we built a recommendation model to help find a buyer. However, we relied more on critical thinking and strategic questioning than solely on the model, as it was our deeper understanding of the market that led to the breakthrough.

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Approach:

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Rather than diving straight into advanced algorithms or machine learning models, we applied a different approach. We focused on understanding the market dynamics, asking critical questions, and, most importantly, uncovering the deeper needs of both the seller and the buyer. By playing a neutral role and aligning both parties' interests, we opened doors to understanding each side's vision and goals. This approach allowed us to craft a solution that not only met the client's needs but also positioned them for long-term success. This balance of serving both sides proved to be the most successful strategy, as it unlocked new opportunities and built mutual trust.

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Solution:

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Through market research and strategic questioning, we identified a buyer interested in purchasing 1 million tons of rock salt over the next three years—far exceeding our client’s expectations. This insight came not from complex models but from a deep understanding of the industry, which allowed us to connect the right people and solutions.

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Results:

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Although global warming led to less snowfall and a reduced need for de-icing salt, our early identification of this major buyer secured the best possible deal for our client. By offering not only the expected solution but also providing deeper insights into market trends, we exceeded expectations and added substantial value.

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Key Takeaway:

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This case demonstrates that while tools like machine learning and AI are important, critical thinking and strategic curiosity are often the game-changers in creating lasting success. In this instance, it wasn’t just about data—it was about understanding the bigger picture and applying that knowledge to deliver the best outcome for our client.

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