HOW TO READ THIS BOOK
This book consolidates more than a decade of experience. In practice, success often comes down to understanding the role analytics plays in creating competitive advantage and the reasons why many teams fail. Given this groundwork, selling the value of analytics involves four key activities:
1. Defining the value
2. Communicating the value
3. Committing to the execution
4. Measuring success
This book provides guidance on each of these based on hands-on experience. When applied, these activities help managers strengthen their ability to sell the value of analytics within any organization.
While the chapters can be read in any order, readers will find it helpful to read them sequentially. This is because each chapter builds on the insights and terminology defined in the previous chapters. However, experienced managers may find it useful to skip ahead to their areas of greatest interest.
Although the subject matter can be highly technical, this book tries wherever possible to make the content as approachable as possible. What is important is not the technical detail but an understanding of how organizational dynamics can help or hurt success. Practical examples are provided wherever possible; the most effective learning comes from understanding how things work in practice, and not merely in theory.
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