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This comprehensive business analytics book introduces the fundamental principles of data science and walks you through the analytical process necessary for extracting useful knowledge and business value from the data you collect. It's laden with practical examples, so dust off your MBA school skills and prepare to follow a steady stream of data-analytical thinking. This position includes success stories of model use of data science by leading companies and illustrates how data science solutions helped them deal with big business challenges. With a wide spectrum of subjects covered, ranging from predictive modelling, identifying informative attributes, and segmenting data by progressive attribute selection to estimating costs and benefits and calculating expected profit - this best-selling book on business intelligence will take you on a real data science journey.