Paul Barsch enjoys communicating—as a writer and speaker—so it wasn’t hard to get him to talk about his two posts, Zero Latency: The Next Arms Race? and Is the Speed of Decision Making Accelerating? Based in San Diego, Paul is the services marketing programs director for Teradata. His wide range of specialties include CRM, analytics, data warehousing, marketing strategy, supply chain management, healthcare and telecommunications.

Here, he talks about zero latency—the speed between an event occurring and a company responding to that event—as it applies to high-frequency trading on Wall Street but also to other industries. He notes how zero latency is going to help behavior targeting, by speeding up the execution of a customer offer.

Predictably, much hinges on people, and Paul emphasizes how a company’s culture is crucial to getting the most from the technology and algorithms that make zero latency possible. To reap the benefits, he calls for “a symphony of different talents” within a company and a commitment to distributing intelligence throughout the organization.

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