Preface
One of the most awkward conversations I have ever had was with someone who simply refused to believe that anything as abstract as “analytics” could possibly be real. The conversation culminated in his rather backhanded compliment that, and I paraphrase, “I was lucky to have ended up in an industry where it was so easy to make things up.”
Despite what I knew, it was hard to convince him otherwise. While that was possibly the most extreme example I have ever experienced, it is unfortunate how often we seem to struggle to convince the rest of the world of the value business analytics brings. This book is a response to that. I hope it will help others take advantage of what has taken me over 10 years to realize and understand.
