Information is money and in this information explosion era, a country which can analyze the vast sea of information that is available and mine useful data will lead the rest. Analytics is the most lethal tool in information warfare. And successful will be those who can combine instincts with analytics.

Phil Simon in his book “Analytics – The Agile way” has wonderfully explained how the leading organizations of the world have made use of analytics to succeed in this cut-throat competitive environment. Simon has in simple but very clear and crisp manner been able to explain potential of agile thinking and applying data analytics methods for competitive advantages for the organizations. Quoting number of examples, he has been able to clearly demonstrate how agile analytics can enable organizations to create lasting value from their Big Data efforts without ignoring the privacy and security issues those efforts frequently create.

In Preface and Introduction chapter, he discussed the example of Foursquare, the local search-and-discovery service mobile app to explain how the company collected accurate and real-time data and using data analytics its people turn around the company’s fortune which was otherwise in freefall. He postulates that speed and analytics are the key to success and has also tried to define the speed i.e. how fast is fast enough today! A key to success is further given in the introductory part i.e. data and analytics alone can’t do anything, an organization needs people to make decisions based upon intelligent use of data and analytics.

His second chapter is about how technology has penetrated in almost every aspect of life and businesses explaining different technological developments like WWW, social media platforms like facebook, online business platforms and marketplaces like amazon and so on. Next chapter is about data and its different forms, data flow etc. Chapter 3 of the book deals with fundamentals of analytics and different types of analytics.

Second part of the book deals with agile methods and analytics. Divided into three chapters, first chapter deals with core values of agile development, second chapter deals in detail about introducing Scrum, the most popular agile method and third chapter is about agile analytics.

Third part of the book deals with cases of analytics viz. “Analytics in Action”. It has five chapters. It has dealt with agile analytics and University Tutoring centre, then people analytics at Google and then Anti-Google, Beneke Pharmaceuticals; fourth chapter deals with how agile methods solved a messy health-care data problem and final chapter deals with combating PR disaster using data for better app development.

Part four of the book is about making the most out of agile analytics. It contains three chapters on benefits of agile analytics, impediments and limitations of agile analytics and importance of designing for data.

Finally, the last part of the book is about conclusion and the way forward in data analytics.

Primarily, it is a must read book for people dealing with data and its importance in organizational decision making. It describes in very precise and crisp manner with best suitable real life examples importance of analytics and Big Data.

Author himself has advised in the introductory part itself that no methods works for all companies so every organization needs to be flexible and take conscious decisions as per their specific requirements. It is a wonderful book that will be useful for all analytics professionals.

For full text of this article, Contact Mr. Jitender Sharma at jitender.sharma@jaipuria.ac.in

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