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Contents






             About the Authors                                                       xv
             Preface                                                                xvii
             About the Companion Website                                             xxi

             1  A Higher Calling                                                      1
                The Life‐Cycle View                                                   2
                  Problem Elicitation: Understand the Problem                         3
                  Goal Formulation: Clarify the Short‐term and Long‐term Goals        3
                  Data Collection: Identify Relevant Data Sources and Collect the Data   3
                  Data Analysis: Use Descriptive, Explanatory, and Predictive Methods   3
                  Formulation of Findings: State Results and Recommendations          4
                  Operationalization of Findings: Suggest Who, What, When, and How    5
                  Communication of Findings: Communicate Findings, Decisions, and Their
                  Implications to Stakeholders                                        5
                  Impact Assessment: Plan and Deploy an Assessment Strategy           5
                The Organizational Ecosystem                                          6
                  Organizational Structure                                            6
                  Organizational Maturity                                             6
                Once Again, Our Goal                                                  6
             2  The Difference Between a Good Data Scientist and a Great One          9
                Implications                                                         11

             3  Learn the Business                                                   13
                The Annual Report                                                    13
                SWOTs and Strategic Analysis                                         13
                The Balanced Scorecard and Key Performance Indicators                14
                The Data Lens                                                        15
                Build Your Network                                                   16
                Implications                                                         16

             4  Understand the Real Problem                                          17
                A Telling Example                                                    17
                Understanding the Real Problem                                       18
                Implications                                                         19
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