Includes index.

Machine generated contents note: Introduction Chapter 1: Mad Men to Math Men: The Power of the Data Driven Culture Chapter 2: Four Problems With Data Today: Breadlines, Obscurity, Fragmentation, and Brawls Chapter 3: Business Intelligence: How We Got Here Chapter 4: Achieving Data Enlightenment: Gathering Data in the Morning and Changing Your Business's Operations in the Afternoon Chapter 5: 5 Steps to Creating a Data Driven Company: From Recruiting to Regression It All Starts with Curiosity: Changing the Culture Chapter 6: From Hacks to Harmony: The Typical Progression of Data Driven Companies Chapter 7: Data Literacy and Empowerment: The Core Responsibilities of the Data Team Chapter 8: Deeper Analyses: Asking the Right Questions Chapter 10: Changing the Way We Operate Chapter 10: Putting It All Together Acknowledgments Appendix: Revenue Metrics.