This broad, deep, but not-too-technical guide introduces you to the fundamental principles of data science and walks you through the "data-analytic thinking" necessary for extracting useful knowledge and business value from the data you collect. By learn ing data science principles, you will understand the many data mining techniques in use today. More importantly, these principles underpin the processes and strategies necessary to solve business problems through data mining techniques.

"This book goes beyond data analytics 101. It's the essential guide for those of us (all of us?) whose businesses are built on the ubiquity of data opportunities and the new mandate for data-driven decision-making."

-Tom Phillips, CEO Media6Degrees; former Head of Google Search and Analytics

"The authors, both renowned experts in data science before it had a name, have taken a complex topic and made it accessible to all levels. This is the first book of its kind, with a focus on data science concepts as applied to practical business problems. It is liberally sprinkled with compelling real-world examples outlining familiar, accessible problems in the business world: customer churn, targeted marketing, even whiskey analytics!

The book is unique in that it does not give a cookbook of algorithms, rather it helps the reader understand the underlying concepts behind data science, and most importantly how to approach and be successful at problem solving. Whether you are looking for a good comprehensive overview of data science or are a budding data scientist in need of the basics, this is a must-read."

-Chris Volinsky, Director, Statistics Research, AT&T Labs Winner of the $1 Million Netflix Challenge

"Data is the foundation of new waves of productivity growth, innovation, and richer customer insight. Only recently viewed broadly as a source of competitive advantage, dealing well with data is rapidly becoming table stakes to stay in the game. The authors' deep applied experience makes this a must read-a window into your competitor's strategy."

-Alan Murray, Serial Entrepreneur; Partner Coriolis Ventures