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How to understand and apply Big Data to your marketing--from the author of Numbers Rule Your World
We live in a world of Big Data--and it's getting bigger every day. Virtually every choice we make hinges on how someone generates data . . . and how someone else interprets it--whether we realize it or not.
The problem is, the more data we have, the more difficult it is to interpret it. From world leaders to average citizens, everyone is prone to making critical decisions based on poor data interpretations.
In Numbersense, expert statistician Kaiser Fung explains when you should accept the conclusions of the Big Data "experts"--and when you should say, "Wait . . . what?" He delves deeply into a wide range of topics, offering the answers to important questions, such as:
- Understanding Big Data from a marketing perspective
- Why companies should send mixed marketing messages
- What marketers (or companies) should know about data science (or predictive models or advanced analytics.
Fung's presentation gives you the insight into how Big Data interpretation works--and how it too often doesn't work. You won't come away with the skills of a professional statistician. But you will have a working understanding of the data traps even the best statisticians can fall into.
Praise for Numbersense
”Numbersense correctly puts the emphasis not on the size of big data, but on the analysis of it. Lots of fun stories, plenty of lessons learned—in short, a great way to acquire your own sense of numbers!”
Thomas H. Davenport, coauthor of Competing on Analytics and President’s Distinguished Professor of IT and Management, Babson College
“Kaiser’s accessible business book will blow your mind like no other. You’ll be smarter, and you won’t even realize it. Buy. It. Now.”
Avinash Kaushik, Digital Marketing Evangelist, Google, and author, Web Analytics 2.0
“Each story in Numbersense goes deep into what you have to think about before you trust the numbers. Kaiser Fung ably demonstrates that it takes skill and resourcefulness to make the numbers confess their meaning.”
John Sall, Executive Vice President, SAS Institute
“Kaiser Fung breaks the bad news—a ton more data is no panacea—but then has got your back, revealing the pitfalls of analysis with stimulating stories from the front lines of business, politics, health care, government, and education. The remedy isn’t an advanced degree, nor is it common sense. You need Numbersense.”
Eric Siegel, founder, Predictive Analytics World, and author, Predictive Analytics