How data science can maintain competitive rates while increasing rental duration and hitting utilization targets. For equipment rental companies, increasing rental duration and achieving utilization targets, while still ensuring competitive rates are the keys to profitability. Yet, companies often struggle to achieve P&L goals in the face of a fragmented, highly competitive and discount-driven marketplace, cyclical construction industry and decentralized pricing authority. Additional challenges and downward rate pressure stem from many small regional players who are prone to over-discount and compete solely on price.

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