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В области маркетинга книга охватывает методологии для тщательного изучения поведения потребителей, оценки эффективности кампаний и разработки целенаправленных маркетинговых стратегий. В книге на конкретных примерах и иллюстрациях из реального мира показано, как принятие решений на основе данных может привести к повышению лояльности потребителей, удовлетворенности сотрудников и эффективности работы.
Она предлагает прагматичные перспективы и ресурсы для практиков, стремящихся использовать возможности аналитики в этих важнейших сферах бизнеса. .
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