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The Boston Globe

Business

More companies include retreat time to innovate

Software engineer Snejana Shegheva knew her company had a problem explaining its complicated technology to clients.

She wanted a simpler way to demonstrate how the firm, DataXu, which provides online marketing services, uses mathematical formulas to determine when and where clients should buy advertising on websites. Then, as any good geek does, she was watching a favorite television show, “Spongebob Squarepants,” when inspiration struck.

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