Descriptive, Predictive, and Prescriptive QuestionsWhen Predictive Analysis Is Powerful: The Case of Cancer DetectionDescriptive Analysis: The Case of Customer ChurnBusiness Questions and KPIsKPIs to Measure the Success of a Loyalty ProgramAn Anatomy of a Decision: A Simple DecompositionAn Example: Why Did You Buy This Book?A Primer on CausationDefining Correlation and CausationSome Difficulties in Estimating Causal EffectsUncertaintyUncertainty from SimplificationUncertainty from HeterogeneityUncertainty from Social InteractionsUncertainty from IgnoranceKey TakeawaysFurther Reading