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"Mesmerizing & fascinating..." --The Seattle Post-Intelligencer "The Freakonomics of big data." --Stein Kretsinger, founding executive of Advertising.com * Winner of the Nonfiction Book and Small Business Book Awards * * Used in courses at more than 30 universities * * Translated into 9 languages * An introduction for everyone. Rather than a "how to" for hands-on techies, this book -- now in its Revised and Updated edition -- serves lay readers and experts alike by covering new case studies and the latest state-of-the-art techniques. In this rich, fascinating -- surprisingly accessible -- introduction, leading expert Eric Siegel reveals how predictive analytics works, and how it affects everyone every day. Trendsetters like Chase, Facebook, Google, Hillary for America, HP, IBM, Match.com, Netflix, the NSA, Pfizer, Target, and Uber are seizing upon the power of big data to predict human behavior--including yours. Why? Predictive analytics reinvents industries and runs the world. Read this book to discover how it combats risk, boosts sales, fortifies healthcare, optimizes social networks, toughens crime fighting, and wins elections.