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Book: Ask, Measure, Learn – Social Media Analytics for Customer Behavior


Ask-Measure-Learn is a rare book intended both for a manager and for a data scientist. It presents a framework that helps you ask the right questions, measure the right data, and then learn from the results.



Ask, Measure, Learn Ask, Measure, Learn:
Using Social Media Analytics
to Understand and Influence
Customer Behavior

by Lutz Finger, Soumitra Dutta
Paperback, 338 pages (or Kindle).
ISBN-10: 1449336752
O'Reilly, 2014.

It is rare to get a data science book that claims to be for manager as well as a data scientist. The book "Ask Measure Learn" by O'Reilly however is exactly this. This non-technical guide shows you how to extract significant business value from big data not by the use of technology but by the right business focus. Ask-Measure-Learn is a framework that helps you ask the right questions, measure the right data, and then learn from the results.

Managers who read this book will get enough exposure of technology to understand the concepts of machine learning or of unstructured text analytics. Data Scientist will learn through many different case stories that collecting mountains of data won't yield a grain of insight if you don't know what you're looking for.

Here is a free sample - the chapter on Marketing.

GP: Disclaimer: the authors used my quote in the intro:
"Predictive analytics can figure out how to land on Mars, but not who will buy a Mars bar You should expect Big Data to have big impact ...but if you're counting on it to make people much more predictable, you're expecting too much." by Gregory Piatetsky


About the Authors

LUTZ FINGER, @lutzfinger, a director at LinkedIn, is an authority on social media and text analytics. He's also co-founder and former CEO of Fisheye Analytics, a media data-mining company whose products support governments and various NGOs, such as the Organisation for Economic Co-operation and Development (OECD) and the International Olympic Committee, which was acquired by the WPP group.

SOUMITRA DUTTA, an authority on the impact of new technology on business, is the dean of the Samuel Curtis Johnson Graduate School of Management at Cornell University. Previously he was a Professor at INSEAD, a leading graduate business school. He is also co-founder and former Chairman of Fisheye Analytics.

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