they call it gamification, because it uses numbers. >> it's an example of big data in that you are engaging people to do something. >> he says this kind of game is a highly effective tool for collecting data about customers' preferences. data which can be used to increase profit. >> if you know what you're looking to accomplish you can be targeted, pragmatic about what you want to do and the meaningful data you want to pull. >> the key to the system is that all the price changes are determined by algorithms tied into the bar's point of sale system. >> the point of sale system is a data collection system. what the changing is the ability to open up the black box of that data and combine it with other data sets that you might have. >> with real time sales data driving price changes, the game often leaves customers to choose the bargain drinks who. >> it may drop the price of a tequila shot. so all of a sudden people start buying so we created a system for bar owners to get the most out of the products. >> and that is not the only way this game can influence customer choices. after examining t

. >> you are using ai gamification to figure out when to make a sales call. >> what we are really doinge an ai platform. we are looking at all of things that could influence a person as they make buying decisions. not unlike what amazon is doing, where they are creating personalization at the point-of-sale. if you have a sales rep who is about to sit down and engage with somebody, we can tell them who should -- they should be talking to, how they should be interacting. if you call it a ceo, you will probably not get him. i have a buddy who is a ceo, and if i call, there is a less than 12% chance i can talk to him. if i text him, it is much more likely that he will respond. >> this is a very competitive funding round. 25 different vc firms wanted to invest. 10 term sheets hear it and you walked away from $250 million. >> it was highly competitive, lots of people involved. >> why do you think that is? >> the enterprise space is going through an evolution. the consumer technology space was selecting its new winners with facebook and twitter. the same thing is happening with enterprise tech