In the middle of 2012, I was approached to assemble a concise book on analytics. I saw this as an interesting challenge, since I did not want to just add another book discussing algorithms and systems that could be dumped on top of a growing pile of authoritative texts. My preference, I suggested to the editor, was to assemble a book to bridge the use of analytical applications with a business perspective that would explain not how to perform one analysis or another, but rather why an organization could derive value from such an initiative.

I selected customer centricity as the core focus of the book and reached out to my colleague Abie Reifer to work with me on it. While his training and career has somewhat mirrored my ...

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