
Contents
Preface xiii
Acknowledgements xvii
1 Introduction 1
1.1 What Is Analytics? . . . . . . . . . . . . . . . . . . . . . . . 1
1.2 What Makes an Analyst? . . . . . . . . . . . . . . . . . . . . 2
1.3 How Is Analytics Done? . . . . . . . . . . . . . . . . . . . . . 3
1.3.1 Deciding Which Analytic Questions to Investigate . . 4
1.3.2 First Examination of the Data . . . . . . . . . . . . . 5
1.3.3 Reviewing Previous Work . . . . . . . . . . . . . . . . 6
1.3.4 Applying Analytical Techniques . . . . . . . . . . . . . 7
1.3.5 Presenting Your Findings . . . . . . . . . . . . . . . . 7
1.4 Analytics in Groups . . . . . . . . . . . . . . . . . . . . . .