As anyone that spent their childhood compelled to analyse the patterns in numbers will tell you – numbers, or more precisely Maths, has traditionally never made anyone popular. However, the onset and continued growth of Big Data means that it is the kids that spent their evenings crunching numbers that are now having the last laugh. As Dimitri Maex argues in the world of business, data has definitely become sexy.
In Sexy Little Numbers, Maex outlines how to build predictive and analytical models that can be used to eke out maximum efficiency from the data we have. This includes identifying who the most profitable customers, suggestions on how to reach them most effectively, and get them to buy more. Maex expertly draws on a whole host of examples that he has acquired through years working with huge brands such as Glaxo-SmithKline, UPS and Unilever, and delivers them with such simplicity that utilising the full potential of data no longer seems impossible.
By demystifying the complexities of data and breaking down the processes of audience segmentation and predictive modelling, Maex make analytics seem like a genuine possibility for companies of all sizes from start-ups to multi-national organisations. And therein lies both the strength and weakness of the book.
If you are already using data to drive your business, have extensive in-house data capabilities and are looking for something that tackles more of the complexities in the subject then you may want to look elsewhere. The writing style also jars slightly at times but the forthright way he tackles the subject makes the insights extremely helpful.
Maex’s view of the future for data makes for interesting reading particularly his correct assertion that those looking for an outsourced solution to their data needs will have to ensure they have the internal structure in place to manage what they get back. All in all, if you’re on the lookout for a starting point to help you realise the true power of data and really benefit from everything that it has to offer then Sexy Little Numbers fits the bill.
