Rice University research uses data to spot your best sales team members

Houston Voices

By accounting for both known and unknowable factors, managers can identify salespeople with traits that work best in different types of sales. Getty Images

When you're a manager, decisions barrage you each day. What product works? Which store layout entices? How will you balance the budget? Many of these decisions ultimately hinge on one factor: the skills of your sales force.

Often, when managers evaluate their salespeople they contend with invisible factors that may not show up in commissions or name-tagged sales rosters — intangibles such as product placement, season or simply a store's surrounding population. This makes it hard to fully evaluate a salesperson, or to spot which workers can teach valuable skills to their peers and improve the whole team.

But what if you could plug a few variables into a statistical model to spot your best sellers? You could then ask the star salespeople to teach coworkers some of their secrets. New research by Rice Business professor Wagner A. Kamakura and colleague Danny P. Claro of Brazil's Insper Education and Research Institute offers a technique for doing this. Blending statistical methods that incorporate both known and unknown factors, Kamakura and Claro developed a practical tool that, for the first time, allows managers to identify staffers with key hidden skills.

To test their model, the researchers analyzed store data from 35 cosmetic and healthcare retail franchises in four South American markets. These particular stores were ideal to test the model because their salespeople were individually responsible for each transaction from the moment a customer entered a store to the time of purchase. The salespeople were also required to have detailed knowledge of products throughout each store.

Breaking down the product lines into 11 specific categories, and accounting for predictors such as commission, product display, time of year and market potential, Kamakura and Claro documented and compared each salesperson's performance across products and over time.

They then organized members of the salesforce by strengths and weaknesses, spotlighting those workers who used best practices in a certain area and those who might benefit from that savvy. The resulting insight allowed managers to name team members as either growth advisors or learners. Thanks to the model's detail, Kamakura and Claro note, managers can spot a salesperson who excels in one category but has room to learn, rather than seeing that worker averaged into a single, middle-of-the-pack ranking.

If a salesperson is, for example, a sales savant but lags in customer service, managers can use that insight to help the worker improve individually, while at the same time strategizing for the store's overall success. Put into practice, the model also allows managers to identify team members who excel at selling one specific product category — and encourage them to share their secrets and methods with coworkers.

It might seem that teaching one employee to sell one more set of earbuds or one more lawn chair makes little difference. But applied consistently over time, such personalized product-specific improvement can change the face of a salesforce — and in the end, a whole business. A good manager uses all the tools available. Kamakura and Claro's model makes it possible for every employee on a sales team to be a potential coach for the rest.

------

This story originally ran on Rice Business Wisdom.

Based on research from Wagner A. Kamakura, the Jesse H. Jones Professor of Marketing at Jones Graduate School of Business at Rice University.

Keeping on track with trends is crucial to growing and developing a relationship with your customers, these Rice University researchers found. Getty Images

Rice researcher delves into the importance of trendspotting in consumer behavior

Houston voices

Every business wants to read consumers' minds: what they love, what they hate. Even more, businesses crave to know about mass trends before they're visible to the naked eye.

In the past, analysts searching for trends needed to pore over a vast range of sources for marketplace indicators. The internet and social media have changed that: marketers now have access to an avalanche of real-time indicators, laden with details about the wishes hidden within customers' hearts and minds. With services such as Trendistic (which tracks individual Twitter terms), Google Insights for Search and BlogPulse, modern marketers are even privy to the real-time conversations surrounding consumers' desires.

Now, imagine being able to analyze all this data across large panels of time – then distilling it so well that you could identify marketing trends quickly, accurately and quantitatively.

Rice Business professor Wagner A. Kamakura and Rex Y. Du of the University of Houston set out to create a model that makes this possible. Because both quantitative and qualitative trendspotting are exploratory endeavors, Kamakura notes, both types of research can yield results that are broad but also inaccurate. To remedy this, Kamakura and Du devised a new model for quickly and accurately refining market data into trend patterns.

Kamakura and Du's model entails taking five simple steps to analyze gathered data using a quantitative method. By following this process of refining the data tens or hundreds of times, then isolating the information into specific seasonal and non-seasonal trends or dynamic trends, researchers can generate steady trend patterns across time panels.

Here's the process:

  • First, gather individual indicators by assembling data from different sources, with the understanding that the information is interconnected. It's crucial to select the data methodically, rather than making random choices, in order to avoid subjectively preselecting irrelevant indicators and blocking out relevant ones. Done sloppily, this first step can generate misleading information.
  • Distill the data into a few common factors. The raw data might include inaccuracies, which must be filtered out to lower the risk of overreacting or noting erroneous indicators.
  • Interpret and identify common trends by understanding the causes of spikes or dips in consumer behavior. It's key to separate non-cyclical and cyclical changes, because exterior events such as holidays or weather can alter behavior.
  • Compare your analysis with previously identified trends and other variables to establish their validity and generate insights. Looking at past performance through the filter of new insights can offer managers important guidance.
  • Project the trend lines you've identified using historical tracking data and their modeling framework. These trend lines can then be extrapolated into near-future projections, allowing managers to better position themselves and be proactive trying to reverse unfavorable trends and leverage positive ones.

It's important to bear in mind that the indicators used for quantitative trendspotting are prone to random and systematic errors, Kamakura writes. The model he devised, however, can filter these errors because it keeps them from appearing across different series of time panels. The result: better ability to identify genuine movements and general trends, free from the influence of seasonal events and from random error.

It goes without saying that the information and persuasiveness offered by the internet are inevitably attended by noise. For marketers, this means that without filtering, some trends show spikes for temporary items – mere viral jolts that can skew market research.

Kamakura and Du's model helps sidestep this problem by blending available historical data analysis, large time panels and movements while avoiding errors common to more traditional methods. For managers longing to glimpse the next big thing, this analytical model can reveal emerging consumer movements with clarity – just as they're becoming the future.

(For the mathematically inclined, and those comfortable with Excel macros and Add-Ins, who want to try trendspotting on their own tracking data, Kamakura's Analytical Tools for Excel (KATE) can be downloaded for free at http://wak2.web.rice.edu/bio/Kamakura_Analytic_Tools.html.)

------

This article originally appeared on Rice Business Wisdom.

Wagner A. Kamakura is Jesse H. Jones Professor of Marketing at Jones Graduate School of Business at Rice University.

Ad Placement 300x100
Ad Placement 300x600

CultureMap Emails are Awesome

Property Showcase

10+ can't-miss Houston business and innovation events for September

where to be

The energy transition and AI will be the talk of this town this month, thanks to a packed calendar of Houston events. September brings the return of Houston Energy and Climate Startup Week and some of its signature anchor events, plus AI conferences and talks exploring how the technology is impacting everything from healthcare to leadership. Here’s what not to miss and how to register. Please note: this article may be updated to add more events.


Sept. 3 — Entrepreneurship Roundtable with Open

Open Houston and the Ion present this roundtable event to bring together founders, builders, and innovators at various stages of venture development. This month's session will feature Faisal Bhutto, president and CEO of Houston-based AI and tech consulting firm Alykas.

This event is Thursday, Sept. 3, from 10-11:30 a.m. at the Ion. An optional lunch ticket is available for purchase. Register here.

Sept. 3 — AI Operator Spotlight: Houston’s Top AI Leaders Open Their Playbooks

The Houston AI Club, Allenix, the Ion District and Collide are bringing together industry leaders to share their expertise and first-hand experiences building AI companies. The event will feature a panel with Chuck Yates, co-founder of Collide, and Charles Jessup, senior manager of AI fluency at Raytheon, plus an open networking session.

This event is Thursday, Sept. 3, from 5:30-8 p.m. at the Ion. Register here.

Sept. 8 — The Technology Leadership Advantage Series – For CEOs, VCs and PE Firms

Ram Prasad, CEO of Houston-based IT consulting firm Delence, will explore the role of leadership in turning AI investments into business value during the latest installment of this series at the Ion. The event will explore why AI strategies often fail before the technology does and how companies should approach AI ownership, governance, investment and accountability.

This event is Tuesday, Sept. 8, from noon-1 p.m. at the Ion. Register here.

Sept. 14–18 — Houston Energy and Climate Startup Week

Houston Energy and Climate Startup Week returns for its third year, with panels, happy hours and pitch days focused on the energy transition. See the schedule of events here. The week will begin with a kickoff block party and open house at the Ion.

This event starts Monday, Sept. 14. The Ion District will host many of the week's events. Find more information here.

Sept. 15 — Meet the Activate Houston Cohort 2026 Fellows

Meet Activate's latest cohort, which was named this summer, and learn more about their hardtech and climate-focused solutions. Also meet founders from the organization’s 2025 cohort during Houston Energy and Climate Startup Week.

This event is Tuesday, Sept. 15, from 5-7 p.m. at the Ion. Register here.

Sept. 15 – Cypher Pilotathon and Startup Showcase

Grab coffee and take in keynotes and panels featuring leaders from Amperon, Aramco Ventures, New Climate Ventures, Syzygy Plasmonics and many others during this signature event, this year under the theme “The NEW Energy Industrial Revolution.” After lunch, hear pitches from 31 ventures during the Pilotathon. This year's event will also feature a startup showcase with interactive booths where attendees can meet founders and see demonstrations, plus an industry hub where corporates and investors can engage with emerging technologies and identify the pilots they want to move forward with.

This event is Tuesday, Sept. 15, from 9 a.m.-5 p.m. at POST Houston. Get tickets here.

Sept. 15-17 — The AI in Health Conference

Rice University's Ken Kennedy Institute will present this future-focused event, aimed at bridging the gap between artificial intelligence and real-world health outcomes. The event will feature panels with leaders from institutions and companies from around the world, plus technical talks, poster presentations and networking receptions.

This event begins Tuesday, Sept. 15 at 8 a.m. at the BRC at Rice University. Register here.

Sept. 16 — Greentown Labs Climatech Summit

Entrepreneurs, investors, corporate leaders, policymakers and philanthropists will head to Houston this month for the annual Greentown Climatetech Summit. Hear from Greentown CEO Georgina Campbell Flatter and keynote speaker Tim Latimer, CEO and co-founder of Houston geothermal unicorn Fervo Energy, plus numerous other engaging panels at the Ion. Then head to Greentown Labs for an open house and startup showcase, where attendees can meet some of the climatech incubators' members, before taking in the startup pitch competition followed by happy hour over at the Continental Club.

This event is Wednesday, Sept. 16, from 8 a.m.–9 p.m. at multiple locations. Register here.

Sept. 18 — Rice Alliance Energy Tech Venture Forum

Hear from clean energy startups from around the world at the 23rd annual Energy Tech Venture Forum. In addition to the pitches, this event will also host keynotes from Sean Maher, chief economist at Phillips 66, and Ira Ehrenpreis, founder and managing partner of DBL Partner. Panels will focus on technologies, infrastructure and commercialization strategies needed to deploy breakthrough innovations at scale. Following the event, the Rice Alliance will also name its annual “Most Promising” startup.

This event is Thursday, Sept. 17, from 7:30 a.m.-5 p.m. at Rice University’s Jones Graduate School of Business. Register here.

Sept. 23 – Houston Methodist Innovation Discussion

Houston Methodist presents its latest Innovation Discussion this month for the Houston health IT community. This month's event will feature Dr. Jordan Dale, chief medical information officer and chief health AI officer at Houston Methodist, and Ginny Torno, executive director of innovation and IT clinical, ancillary and research systems for Houston Methodist. The two will share insights into Houston Methodist’s innovation strategy and approach to scaling new ideas, plus real-world lessons on AI adoption and more.

This event is Wednesday, Sept. 23, from 5:30-7 p.m. at the Ion. Register here.

Sept. 23 — UH Energy Career Fair

Find your next job or team member at UH's energy-focused career fair. The event will feature companies from the fossil fuels, electrical power, nuclear power and renewables industries; plus nonprofits, governmental agencies and startups. And though the event is geared toward business, engineering, technology and science majors, it is open to students of all majors.

This event is Wednesday, Sept. 23, from 11 a.m.-2 p.m. at the UH Student Center. Find more information here.

Sept. 30 — First Principles Tech Talk: From Orbit to the Lunar Surface

Head to the Ion for the first-ever First Principles Tech Talk. This event will feature short talks and moderated discussions geared toward founders, engineers and operators in the commercial space industry. The inaugural event will feature Megan Ortiz and Zach Paugh from Houston-based Axiom Space.

This event is Wednesday, Sept. 30, from 5-7 p.m. at the Ion. Register here.

Momentum is where Houston founders go to break $1 million — apply by Sept. 30

Inside EO

Houston loves a startup story. The harder story, the one that decides whether a company becomes an employer, a brand, and a fixture of the city, is what happens after the start. Most businesses that survive their early years still never cross $1 million in revenue. Fewer than 5 percent ever do. The rest get stuck in the messy middle, somewhere between $250,000 and $1 million, where the owner is still the salesperson, the product, and the back office all at once, and nothing runs without them.

Momentum, the accelerator run by EO Houston, exists for exactly that stage. It is a yearly accelerator for owners and co-founders between $250,000 and $1 million in revenue who are ready to push past seven figures, built around eight months of classes a year and a confidential monthly Forum. Members are invited to go through it for two years: the first pass to build the systems, the second to run them at a higher level, with a new lens and alongside a new cohort.

The next cohort launches in October, with applications open now at eohouston.com/momentum until September 30. Here is the case the chapter makes for joining, point by point.

A curriculum built by operators, not consultants

Momentum's curriculum was built by two operators. Al Danto, an EO Houston founding member who built and exited his own company, is now a Partner at Exit Advisors and a Senior Lecturer in Entrepreneurship at Rice University. He built the curriculum alongside Jacky Fischer, the owner of Houston's 3 Men Movers, who brought a working owner's eye, not an academic one, to how the program is structured. The material covers what actually decides whether a company scales: building systems, hiring and leading a team, and turning an annual vision into 90-day commitments with clear owners.

“Everything in this curriculum got tested inside a real company, either mine or one run by the people who shaped it. If a tool did not survive contact with a real business, it did not make the cut," Danto says.

Momentum is an independent program of EO Houston and requires no university affiliation; faculty and alumni participate as instructors and coaches in their individual capacities. What carries over is the standard: real experience over theory.

EO Houston Momentum classroom A Momentum class in session. Photo courtesy of EO Houston

Entrepreneurs teaching entrepreneurs since 1987

Momentum works because of what sits behind it. The Entrepreneurs' Organization was founded in 1987 on a simple idea: business owners grow fastest alongside peers who have already been where they are going. Today, EO is a global, peer-to-peer network spanning 200+ chapters in over 80 countries, and it runs on a practice called Forum, a small, confidential group of six to 10 fellow owners who meet monthly. Forum members do not give advice. They share experience: what actually happened when they faced the same hire, the same cash crunch, the same decision. Ask EO members anywhere in the world and most will call Forum the single most valuable thing they belong to. Every Momentum member sits in one.

Built for scaling small businesses, not launching startups

Houston's accelerator landscape mostly serves the very early stage: the idea, the pitch deck, the startup swinging for a billion-dollar outcome. Momentum sits in the gap those programs leave behind. It is built for regular companies that are already real, with revenue, payroll, and customers, and an owner who needs help scaling what works into a business that matures. That focus is the point: EO Houston is the place a small business goes to get help growing.

The price is different too. Accelerators usually charge in ownership, a stake in the company in exchange for the program. Momentum takes none. EO Houston is a nonprofit, and the program runs on dues of $3,500 for the year. The outcome the chapter is after is simple: more Houston businesses crossing $1 million, still fully owned by the people who built them.

An on-ramp into Houston's most established founder community

EO Houston counts more than 200 member businesses, every one run by an owner who has already scaled past $1 million, with 75+ chapter events a year. Momentum members plug into that community from day one: the classes, their own Forum, the annual gala, the retreats, the socials. Two years around people who have already done the thing you are trying to do changes what you believe is normal. And when a Momentum member crosses $1 million, the on-ramp becomes a doorway: graduates step into EO Houston membership itself and the global network behind it. The program's full story and curriculum live at eomomentum.com.

Avneesh Oberoi, founder of Oberoi Investments and The DoughCone, walked that path, finishing the program and joining EO Houston in July 2026.

“I truly can say that the experience for the last two years has been life-changing and so memorable… I am also so filled with gratitude to have met so many people open to sharing their experiences and time. It’s made such a difference in how I think, operate, and spend my time and resources," Oberoi says. "I joined with the goal of taking my business I started personally, The DoughCone, and figuring out how to optimize the business and maximize revenue, while navigating a board seat and ownership in a much larger family business on its third generation of ownership… and EO has given me so many tools and experience shares and perspectives I’ve been able to take to both businesses. The growth has been unreal.”

The door swings both ways. EO Houston is opening Momentum to its own members too, owners whose companies average $3 million to $5 million in sales, because the chapter believes the same curriculum and Forum that carry a founder to $1 million keep working well past it.

Sarah Seitz shows how the pieces connect. A former teacher, she founded The Enrichery, a Houston education company offering academic coaching, test prep, and college counseling that has grown to locations across the city. She completed the Goldman Sachs 10,000 Small Businesses program, then joined EO Houston to keep growing. This year, a year after joining, The Enrichery made the Inc. 5000 list of America's fastest-growing private companies. She coached Momentum through its first year, and has since moved from coaching into leadership, helping shape the program's growth from its board.

For owners finishing a program like 10,000 Small Businesses who are not yet at $1 million, Momentum is where the coaching and community continue until they qualify for EO.

Apply by September 30

Momentum's next cohort begins in October 2026, and applications close September 30. The program is for owners and co-founders of Houston businesses doing more than $250,000 a year who are ready to build past $1 million, and now for EO Houston members ready to keep growing. The full curriculum, dues, dates, and FAQ are on the application page. Apply by September 30 at eohouston.com/momentum.

Fewer than 5 percent of businesses make it past $1 million, and there is nothing inevitable about which 5 percent. Houston has the founders. Momentum exists to give them the systems and the peers.

---

EO Houston is the Houston chapter of the Entrepreneurs' Organization, a global peer-to-peer network of business owners founded in 1987, with more than 200 member businesses and 75+ chapter events a year. Momentum is an independent program of EO Houston. Rice University faculty and alumni participate as instructors and coaches in their individual capacities.

Tesla proposes Houston-area solar plant & more top innovation headlines

Trending news

Editor's note: August proved to be a big month for innovation news in Houston, with big plans revealed by Tesla, the expansion of Apple's Houston footprint, and an update on the MD Anderson-anchored medical center planned for Austin. Below are the five most-read InnovationMap headlines published during the second half of August 2026:

Telsa targets Houston area for new $10 billion manufacturing plant

Electric vehicle and clean energy company Tesla is considering building a new $10.1 billion solar cell manufacturing facility in Fort Bend County, according to documents filed with the Texas Comptroller’s Office. If approved, the plant, called Project Sun City, would be located on a 3,050-acre site off FM 762 and FM 1994 in Richmond, Texas. Tesla aims to finish construction in 2028, with the plant being operational by early 2029. Continue reading.

$5B MD Anderson-anchored Austin medical center to break ground this fall

Construction on the $1 billion first phase of the AI-native University of Texas Dell Medical Center in Austin—which will feature a hospital operated by Houston’s UT MD Anderson Cancer Center—is set to start this fall. The UT System Board of Regents approved funding for first-phase construction on August 12. The medical center—now expected to cost $5 billion, up from the initial $2.9 billion estimate—will span about 2.5 million square feet. It will include 300 to 500 patient beds, outpatient facilities, an emergency department and specialized care for cancer patients. Continue reading.

Tech giant Apple opens Advanced Manufacturing Center at massive Houston facility

Cupertino, California-based Apple Inc. unveiled its Advanced Manufacturing Center in the Houston, marking the completion of the second of three facilities the tech giant plans to launch in the city by the end of this year. The 20,000-square-foot training center will welcome small- and medium-sized businesses for free training and educational sessions to "help accelerate smart manufacturing across America," according to Apple. Apple opened a similar Apple Manufacturing Academy in Detroit last year. Continue reading.

Intuitive Machines lands $600M satellite deal, NASA ‘spacecraft bus’ contract

Houston-based space infrastructure company Intuitive Machines has scored two astronomical deals. The deals add to the company’s soaring success. As of June 30, Intuitive Machines had a record-high $1.8 billion backlog of orders, a $1.5 billion increase from the end of last year. The current backlog includes orders for more than 80 spacecraft. The company, which went public in 2023, expects this year’s revenue to total $900 million to $1 billion. In the first half of 2026, Intuitive Machines generated nearly $393 million in revenue. Intuitive Machines estimates its total available market is valued at more than $150 billion. Continue reading.

Fast-growing Houston real estate startup surges to No. 7 on Inc. 5000

Houston-based Epique Realty has ridden the AI wave to rank among the Inc. 5000’s 10 fastest-growing private companies. With three-year revenue growth of 23,210 percent, the AI-powered real estate brokerage appears at No. 7 on this year’s Inc. 5000 list. Epique, founded in 2021, also ranks as the No. 1 fastest-growing company in Houston, No. 1 fastest-growing real estate company in the U.S., and No. 2 fastest-growing company in Texas. Continue reading.

View All Listings