Imagine how much you could do if you could identify your company's most profitable customers, create a better marketing strategy to reach them, and inspire them to buy more from you.

Now you can do all this. And the best part is that you can do all of this with the data you already have. Because these days, everything we do creates information, and the volume of it is incredibly large. Every time someone views a web page, types a search query into Google, or simply surfs the web on their smartphone, they add a tiny piece to the vast store of data that helps us better understand and predict consumer behavior.

The book is a must-read for:

-marketers looking to get the maximum return on every dollar of their advertising budget;

– owners of small businesses who want to grow faster;

– researchers trying to better understand the consumers for whom new products or services are being created;

– financiers responsible for for increasing company profits;

– creative workers trying to understand what feedback looks like and how it can be improved.