practical introduction to real-world analytics

Most analytics books focus exclusively on technical skills, but knowing how to analyse data is only part of the equation. The real challenges are knowing what data to analyse and how given an organisation’s priorities and context, how to communicate the results in a way that’s understandable, how to interpret and interrogate findings in light of existing domain knowledge, and how to use the analytical results in concert with human judgment to drive better decisions.

This practical book bridges that gap. Drawing on experience spanning industry roles, academic research, and training hundreds of working professionals, it provides a comprehensive guide to using data effectively in organisational settings.

The book explicitly addresses the organisational, legal, cultural, and ethical factors that shape what can and should be done with data. It combines rigorous analytical techniques with practical guidance, preparing you for the messy reality of using data in organisations, not just the clean examples in textbooks.