Nothing is rocket science except, well, rocket science. The corollary is true: Analytics is not rocket science. Sure, it is a specialized subject involving megaloads of information in every conceivable format, and we spend millions trying to find patterns through analysis—with some human insight, simple math, and complex statistics. Okay, that sounds hard, but just as with any subject you begin to understand, there are fundamentals, methods, and simple tricks to master it and use it for your own benefit. Albeit with a complex component, analytics—business analytics—is actually a simple problem-solving tool, and Behind Every Good Decision was written to describe what it is, and how it is so.

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