- Praise
- Dedication
- Preface
- 1. Introduction: Data-Analytic Thinking
- The Ubiquity of Data Opportunities
- Example: Hurricane Frances
- Example: Predicting Customer Churn
- Data Science, Engineering, and Data-Driven Decision Making
- Data Processing and “Big Data”
- From Big Data 1.0 to Big Data 2.0
- Data and Data Science Capability as a Strategic Asset
- Data-Analytic Thinking
- This Book
- Data Mining and Data Science, Revisited
- Chemistry Is Not About Test Tubes: Data Science Versus the Work of the Data Scientist
- Summary
- 2. Business Problems and Data Science Solutions
- 3. Introduction to Predictive Modeling: From Correlation to Supervised Segmentation
- 4. Fitting a Model to Data
- 5. Overfitting and Its Avoidance
- 6. Similarity, Neighbors, and Clusters
- Similarity and Distance
- Nearest-Neighbor Reasoning
- Some Important Technical Details Relating to Similarities and Neighbors
- Clustering
- Stepping Back: Solving a Business Problem Versus Data Exploration
- Summary
- 7. Decision Analytic Thinking I: What Is a Good Model?
- 8. Visualizing Model Performance
- 9. Evidence and Probabilities
- 10. Representing and Mining Text
- 11. Decision Analytic Thinking II: Toward Analytical Engineering
- 12. Other Data Science Tasks and Techniques
- Co-occurrences and Associations: Finding Items That Go Together
- Profiling: Finding Typical Behavior
- Link Prediction and Social Recommendation
- Data Reduction, Latent Information, and Movie Recommendation
- Bias, Variance, and Ensemble Methods
- Data-Driven Causal Explanation and a Viral Marketing Example
- Summary
- 13. Data Science and Business Strategy
- Thinking Data-Analytically, Redux
- Achieving Competitive Advantage with Data Science
- Sustaining Competitive Advantage with Data Science
- Attracting and Nurturing Data Scientists and Their Teams
- Examine Data Science Case Studies
- Be Ready to Accept Creative Ideas from Any Source
- Be Ready to Evaluate Proposals for Data Science Projects
- A Firm’s Data Science Maturity
- 14. Conclusion
- A. Proposal Review Guide
- B. Another Sample Proposal
- Glossary
- C. Bibliography
- Index
- Colophon
- Copyright
Colophon
The cover font is Adobe ITC Garamond. The text font is Adobe Minion Pro and the heading font is Adobe Myriad Condensed.
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