Salt Lake City, Utah, and the surrounding area are home to an under-appreciated number of technology companies, including one that’s using an immense amount of data to help salespeople put their energies in the right places. It’s not exactly saving the world, but if the technology works as advertised, it’s actually a rather impressive display of data analysis.

Provo, Utah–based InsideSales, which launched in 2004, uses a long list of big data technologies and techniques in order to figure out which sales leads are the most likely to buy and, therefore, which ones are actually worth a salesperson’s attention on any given day. The company is the brainchild of its founder and CEO Dave Elkington, who describes its strategy as essentially trying to « algorithmically execute my philosophical approach » that like-minded people are likely to behave in similar ways. And the more you can model those behavior patterns, down to very specific…

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