Credit Scoring Innovation Media Planning 
Harvard Business Review
OCTOBER 21, 2013
They can then link this data with in-depth market research as well as social media data from Twitter or Facebook. Forget Business Plans; Here’s How to Really Size Up a Startup. This kind of linkage is reaping rich rewards. What can a phone bill tell us about the chances that someone will repay a loan? Decision making'
Harvard Business Review
MARCH 26, 2015
Use risk data as an avenue for innovation. CROs are deeply familiar with the troves of risk data, such as payment habits and internal credit scores, that their companies keep. Procter & Gamble, for instance, realized it was losing market share by testing its media campaigns exhaustively before releasing them.
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