Index

academic data 52

Ad Age 124

Adams, Douglas 117

adjectives 75–6

Against Cataline 144

Amanpour, Christiane 146

Amazon 14

analysis of variance (ANOVA) 54

analyst reports 50

Anderson, Chris 146

Apple 7

Aristotle 9, 16, 113

Art of Public Speaking, The 67, 74

asking the right questions 47–8

Atlas of Emotions 70

audience, knowing the 113–15, 121

Automated Readability Index 34

AVIVA 98–101, 113

Baker, Tom 83

BBC 45, 86, 143, 147

Benn, Tony 83

Bergstrom, Carl T. 145, 146

Bernbach, Bill 148

Bieber, Justin 68

Big Data: asking the right questions about 47–8; avoiding false positives in 48–55; avoiding too much 22–3; Boolean language for managing 44; easyJet use of 18–20; intimidation with bigness of 43–4; rise of 6–8, 15; sources 49–52; starting with ...

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