Want to be featured as a guest on Making Data Simple? Reach out to us at [almartintalksdata@gmail.com] and tell us why you should be next. AbstractHosted by Al Martin, VP, IBM Expert Services Delivery, Making Data Simple provides the latest thinking on big data, A.I., and the implications for the enterprise from a range of experts.This week on Making Data Simple, we have Cactus Raazi is the founder and former CEO of Elefant Inc., now a part of Exos Financial, which focused on building smarter marketplaces through AI-powered pricing. Cactus led Elefant Inc. to success working with a brilliant team of engineers and marketplace experts focused on improving the pricing, transparency, and efficiency of the bond market. In more than thirty years in sales, Cactus has developed an acute sense of how price affects the commercial transaction (and how we get it wrong). He has a graduate degree in business analytics from NYU, and lives with his family in Salt Lake City, Utah. Show Notes5:45 – How do you make the connection and go start to Price?9:20 – What should I be doing differently16:25 – Topic of price17:38  - How do you define price?19:53 – How are prices set today?26:27 – How do you track customers?27:39 – Personalized pricingCactus Raazi - LinkedInCactus Raazi’s book Price Connect with the TeamProducer Kate Mayne- LinkedIn. Producer Steve Templeton - LinkedIn. Host Al Martin - LinkedIn and Twitter.