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No domínio do marketing, engloba metodologias para analisar o comportamento dos consumidores, avaliar a eficácia das campanhas e formular estratégias de marketing direccionadas. O livro ilustra, através de estudos de casos e ilustrações do mundo real, como a tomada de decisões baseada em dados pode resultar numa maior lealdade do consumidor, na satisfação dos empregados e na eficiência operacional.
Oferece perspectivas pragmáticas e recursos para os profissionais que pretendem tirar partido das capacidades da análise nestes domínios fundamentais da atividade empresarial. .
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