About the Author

DIMITRI MAEX is Managing Director of OgilvyOne New York, Ogilvy & Mather s Direct and Digital operations. He also serves as the head of the company's Global Data Practice, a team that has been recognized by Forrester Research as being number one in the industry. Renowned worldwide for the analytics solutions he s developed, he has helped companies such as GlaxoSmithKline, IBM, Philips, Siemens, Sears, UPS, and many other global enterprises employ hugely profitable and radically new uses for their data and analysis.
PAUL B. BROWN, a long-time contributor to "The New York Times," is a bestselling author who has collaborated on numerous business classics including "Customers for Life" (with Carl Sewell) and "Your Marketing Sucks" (with Mark Stevens)."

Reviews

"The daily data deluge can cause fits of analysis paralysis. Thankfully, Dimitri Maex is here to prevent that deer-in-the-headlights feeling that comes from information overload"- Fast Company
"An easy read, full of relevant examples of number crunching that gets results. "
-Marketing Daily
"Brings the ancient and secret art of data analytics to life for the modern business leader. It is not just for data-heads and statisticians, it is for every leader who wants to learn more about how to responsibly unlock the power of data for their organization. Dimitri Maex makes data sexy."
- Don Tapscott, Best-selling author most recently of "Macrowikinomics
""What you do with your data is vastly more important than acquiring still more of it. And the marketing future belongs to just two groups: technicians and magicians. The technicians will ensure that the data s rich and recent, and the magicians will transmute it into profitable ideas. So the authors of this invaluable book believe; and every responsible marketing company will want to know why."
"-Sir Martin Sorrell, CEO, WPP
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These strategies can help everyone bank on greater success and better customer relationships - no matter if you are a global business like UPS, a start up looking to find its market, or a venerable mom and pop shop on the corner.
- Christine M. Owens, SVP, Communications and Brand Management, UPS The age of big data is here. Those businesses that are able to derive actionable, predictive insights from huge amounts of data not only gain a competitive advantage but will transform the very culture of their businesses. Maex shows how to leverage data to know which customers to target, how best to engage with them and how to measure what is working. This is a must read for anyone who wishes to understand how others are harnessing the power ofdata successfully, and how to do the same.
-Wes Nichols, Co-Founder and CEO, MarketShare "