100 Best-Selling Analytics Books of All Time
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Customer analytics and machine learning leads to a new direction for marketing
News article from Temple University’s Fox School of Business in praise of “52 Things…” Click to read it.
Click here to read the live & updating reviews on Amazon.
I chose your book through a search on Amazon. I wanted to find something to complement the very theoretical approaches to inquiry often found in academic books. I am using it with my faculty as one of three books in a course called Fundamentals of Inquiry and Discovery. In this course, we emphasis a deep understanding of curiosity and how it influences questioning and thinking. We also emphasis basic research methods, using the students developing a survey about an interesting opinion issue as an exercise. After I read through about 8 books that I thought could be a “real world” and applied perspective on asking and answering relevant questions, I chose yours for several reasons. First, it is not so deep a read that it would turn the students away; the short vignettes work well to compliment the more academic reading. Second, it was directly related to use of inquiry in business decision making. The program we work in is intended for non-traditional (often a bit older) transfer students with a technical background. They are returning to the university to earn a bachelor’s degree, but bring experience and knowledge from their prior technical degrees, from military experience, and/or from work experience. Many are working full time somewhere in the business world. With the variety of stories you and your son share, I thought my students would find some that they can relate to. And finally, the book includes many of the basic approaches to inquiry that we work with the students on, but also brings a level of practicality to show that the ideal and the real are not always fully aligned. Sometimes you need to make a decision within particular constraints of time and money. Your book gives that that perspective on cost/benefit analysis for how to approach a challenge.
Peggy Shadduck, Ph.D.
Associate Dean, New College
University of North Texas
November 16, 2020
I used this book for my course with Coursera called “Fundamentals of Inquiry and Discovery” in the Applied Arts and Sciences program at the University of North Texas. Students loved that it was practical, applied, and entertaining! It cuts to the point of how to make good decisions in the world of data overload! The short chapters and real-world storytelling examples make it easy to read and translate into useable concepts. Very timely book – highly recommend!
June 30, 2020
The book delivers exactly what it promises. The focus is adding business value through analytic customer centricity. It is written in plain English, avoiding tech, business, and academic jargon. While it does not chase the shiny objects of big data vendors, it does show how those tools can be properly applied to answering business questions.
It is heartening that the authors are a father-son team. Mike’s consulting experience is a treasure trove of real-world business cases. Alex’s data science experience adds current tools such as ai applied to unstructured data.
The domains comprising customer analytics can be thought of as a Venn diagram of business/marketing, statistics, and software engineering. Practitioners and the organizations within which they work are typically siloed into one of these areas; some practitioners are strong in two areas, and we are still searching for the unicorns who are outstanding in all three. This book is a guide for finding and cultivating potential unicorns.
Jane Horan
June 27, 2019
Format: Kindle Edition
Practical and insightful – a must read for anyone trying to navigate the world of data analytics. Not just for data scientists, this book will be your guide to clarity – bridging the gap between ”opportunity and reality.” Starting with practical questions to collect the data you need, choosing the right metric, and learning how to avoid common pitfalls that lead to misunderstanding the data. Short chapters, great questions, and practical examples.
June 5, 2019
Format: Paperback
Mike and Alex provide excellent examples and insights on how to use and interpret data. In the age of big data it is extremely important to select and analyze only the data needed to make good business growth decisions. Mike and Alex not only help with this task but along the way using real world examples also provide many business insights to help you grow your business. This is an excellent book worth reading and using as a reference.
May 6, 2019
Format: Paperback
I am CEO of a tech startup. I gave this book as a gift to someone in our Business Intelligence team who is corralling all of our marketing data into a more actionable form. He told me he appreciates the simple lessons with further elaborations. The structure makes the lessons memorable and also provides a good reference point for getting reminded of the lessons.
Daniel Friedrich Executive Business Consultant
February 5, 2019
Format: Kindle Edition
Mike and Alex provide excellent examples and insights on how to use and interpret data. In the age of big data it is extremely important to select and analyze only the data needed to make good business growth decisions. Mike and Alex not only help with this task but along the way using real world examples also provide many business insights to help you grow your business. This is an excellent book worth reading and using as a reference.
January 26, 2019
Format: Kindle Edition
Alex and Mike have done us all a big favor. Being business practitioners, their approach to the dense subject of marketing analytics is fresh and comprehensible, delivering real business value. I had already heard several of these gems when Mike generously gave guest lectures at my Customer Acquisition & Retention course at HKUST. But having all 52 in my hands is a treasure. Recommended to all who want to understand data analytics without the pain.
October 13, 2018
Format: Kindle EditionVerified Purchase
In last three decades, there is a lot of change on customer analytics – from survey research to big data. At the same time, there are many, many books and paper talking about customer analytics in terms of theory, application, change, and impact. Unlike others, the author is a practitioner and experienced all the changes. The author shared his real world experience. You may not 100% agree on what he said, but it is a sharing on how to bridge between data and decisions.
Cannon Gray LLC
5.0 out of 5 stars Plugs a Big gapOctober 2, 2018
Format: Kindle EditionVerified Purchase
Marketers and marketing researchers often know little about data science. Data scientists often know little about marketing or marketing research. Management often knows little about marketing, marketing research or data science.
This is not good.
This book, written in plain English, will go a long way to plug these Big knowledge gaps. It offers many practical tips and real-life examples that will be valuable to anyone whose job is related to marketing. This includes senior managers, recruiters and those working in HR.
October 1, 2018
Format: Kindle EditionVerified Purchase
Every chapter is a gem, full of useful practical insights and ideas, based on solid research and foundational theory. Big thank you to the authors!