Remember: there are many ways in which platforms can fail!
Some basic statistical concepts (regression to the mean, conditional probability) presented with much fanfare are suffficient to marvel marketeers.
Impressive laundry list of neuromarketing applications, ranging from solid science-based insights to intuitively appealing generalities.
Written in an entertaining laid-back style that more business books could use and – above all – surprisingly relevant over 25 years after first publication in 1991.
The author suggests a (false) dichotomy between small and big data.
A down-to-earth, data driven, perspective on customer service.