Data analysis is about inspecting, cleaning, transforming, and modelling data with the goal of discovering useful insights, informing conclusions, and supporting decision-making. 

In today’s business world, data analysis plays a role in more scientific decision-making and helping businesses operate more effectively through insights into their customers, market and operations.

This pocketbook is intended to introduce the principles, science and real-world applications of data and customer insight to drive better decision-making within a business. 

The content is aimed at those in charge of all or a part of customer experiences such as in sales, marketing, digital, customer services, account management, CRM, retentions, and overall base management. 

We’ve included the core concepts, capabilities, and ways used by companies that successfully use data and insight to help their business grow…