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by Jessica Tsai
The game’s winding down and you’ve got a 30-point lead. The home-court vibe only adds to your confidence. “What the heck,” you say. “Let’s give the fans a show.” You dribble past the defense and pass the ball over your opponent’s head to your teammate — who, alas, was ogling a cheerleader on the sideline. The ball goes out of bounds — but you can absorb the misstep. When the game’s headed into the final minute with a tie score, though, a wrong move is far less acceptable.
“When the economy’s good,” says Renan Levy, president of direct marketing solutions provider Intellidyn, “everything sticks.” Everything, however, is subjective. In good times, he adds, “[Companies] say, ‘I don’t need profiling. I don’t need modeling . . . I’m happy with my results . . . It’s good enough for me.'” Customers now are coming to him with the same or decreased budgets and expectations even higher than they were before.
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