Applied Business Analytics Integrating Business Process, Big Data, and Advanced Analytics

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  • Edition: 1st
  • Format: Hardcover
  • Copyright: 12/23/2014
  • Publisher: Pearson FT Press

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Bridge the gap between analytics and execution, and actually translate analytics into better business decision-making! Now that you've collected data and crunched numbers, Applied Business Analytics reveals how to fully apply the information and knowledge you've gleaned from quants and tech teams. Nathaniel Lin explains why "analytics value chains" often break due to organizational and cultural issues, and offers "in the trenches" guidance for overcoming these obstacles. You'll discover why a special breed of "analytics deciders" is indispensable for any organization that seeks to compete on analytics… how to become one of those deciders… and how to identify, foster, support, empower, and reward others to join you.


Lin draws on actual cases and examples from his own experience, augmenting them with hands-on examples and exercises to integrate analytics at all levels: from top-level business questions to low-level technical details. Along the way, you'll learn how to bring together analytics team members with widely diverse goals, knowledge, and backgrounds. Coverage includes:  

  • How analytical and conventional decision making differ — and the challenging implications
  • How to determine who your analytics deciders are, and ought to be
  • Proven best practices for actually applying analytics to decision-making
  • How to optimize your use of analytics as an analyst, manager, executive, or C-level officer

Applied Business Analytics will be invaluable to wide audiences of professionals, decision-makers, and consultants involved in analytics, including Chief Analytics Officers, Chief Data Officers, Chief Scientists, Chief Marketing Officers, Chief Risk Officers, Chief Strategy Officers, VPs of Analytics and/or Big Data, data scientists, business strategists, and line of business executives. It will also be exceptionally useful to students of analytics in any graduate, undergraduate, or certificate program, including candidates for INFORMS certification.

Author Biography

NATHANIEL LIN (Belmont, MA) is a recognized leader in marketing analytics and business decision sciences across many industries (technology, retail, financial services and banks, telecom, automotive, media). He is currently President, Analytics Consulting, and Executive in Residence at Bentley University. He previously served as VP of Retail Analytics with EYCUSA and as President of Aspen Marketing Analytics (now part of Epsilon). Lin brings a rich and unique mix of marketing and strategic experience through 20+ years in senior leadership roles in analytics at IBM, OgilvyOne, Fidelity Investments, and other leading organizations. As faculty member at the International Institute of Analytics, he has partnered with Prof. Tom Davenport to benchmark analytics competencies of leading companies in multiple industries. He was also a member of the INFORMS Practice Committee and a Trustee of the Marketing Science Institute, where he represented IBM. He has served as Adjunct Professor at the Georgia Tech College of Management and Boston College Carroll School of Management, teaching Strategic CRM and Advanced Business Analytics to MBA students. Lin founded LinkedIn's exclusive Analytics Executives Network.

Table of Contents

1. Introduction

2. The Process: CRISP-DM

3. The People: Chefs and Diners: Analytics Deciders

4. Get Familiar With the Kitchen and the Tools

5. Cuisines: Types of Business Decisions That Can Benefit from Applied Analytics

6. Ingredients: Data

7. Let's Cook: Examples

8. Actual Hands-On Exercises

9. Recipes That You Can Use (Practice Sample of Ingredients)

10. How to Set Up a Successful Restaurant

11. Conclusions and What to Do Next


Discover how to bridge the organizational and cultural gaps between analytics and execution, and actually translate analytical knowledge into better business decisions.

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