It's the Rosetta Stone we've all been looking for, answering critical questions about how to create value with big dataKatherine Lemon, Professor of Marketing, Executive director of MSI, Boston 

A must-read book for anyone interested in big data
- Sunil Gupta, Professor of Business Harvard Business School

It provides rich, practical guidelines, frameworks and insights on how big data can truly create value for a firm Kevin Lane Keller, Professor of Marketing at the Tuck School of Business at Dartmouth College and author of 'Strategic Brand Management'