It's Not the Size of the Data -- It's How You Use It

Acknowledgments

AMONG THE MANY WONDERFUL PEOPLE that helped me throughout my professional development, I especially want to thank my advisor Dominique Hanssens, who continues to be an inspiration and a mentor. Likewise, I thank my academic colleagues at the Tuck School of Business and at Ozyegin University for their support. The scientific evidence for this book's insights comes from studies with several co-authors, including Shuba Srinivasan, Martin Lautman, Gokhan Yildirim, Marc Yanhuele, Amit Joshi, Evert de Haan, Jorge Silva-Risso, Sunil Gupta, Thorsten Wiesel, and Pavel Kireyev. Laura Patterson and Guy Powell both inspired me by their books on marketing performance management. Laura wrote the foreword to this book, and Guy Powell was so ...