Making headlines for its analytical minds is the largest privately-owned dental supply distributor in the United States.

IBM announced today that Benco Dental is using Watson Analytics to unearth Big Data insights to better gauge the true effectiveness of marketing and business programs.

“So we’ve gone from a strategy based on gut feeling and following what the rest of the industry does, to an approach where our decisions will be based on hard, measurable, objective data,” said Mark Kolanowski, Manager of Marketing Analysis, Benco Dental in an interview with ABC’s KLTV7 in New York. “And that’s going to be priceless in terms of creating pricing that delivers the best value to our customers.”

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