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Interest in applying analytics, machine learning, and artificial intelligence to sales and marketing has grown dramatically, with no signs of slowing down. This book provides essential guidance to apply advanced analytics and data mining techniques to real-world business applications.

The need for precise, actionable, real-time Business Intelligence (BI) lies at the heart of the role of Big Data in modern commerce. In turn, the art of Data Science lies at the nexus of Big Data and BI, providing the essential methods by which BI can be extracted from Big Data's great black mass of constantly flowing, unstructured information. This combination has a created a new profession: an elite and specialized class of highly-compensated professionals specially skilled at data cleaning, analysis, and visualization.