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From Data Science to Analytics to Business Intelligence to Big Data, the authors clear the smokescreens of an industry whose capacity for buzzword innovation obscures simple truths that remain stable even in the face of remarkable technological advances. Drawing on their unique perspectives as longtime analytics software industry insiders, and incorporating dozens of illustrations and case studies, Farmer and Collie address crucially-important questions such as: What are the things we should be doing with data, and what are the things we should STOP doing? Which new technologies and methodologies should we embrace or avoid? When is it appropriate to pull the plug on a project? How can we transition from simply “feeling smarter” to actually impacting the bottom line?
