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Martin Lindstrom, a modern-day Sherlock Holmes, harnesses the power of “small data” in his quest to discover the next big thing Hired by the world's leading brands to find out what makes their customers tick, Martin Lindstrom spends 300 nights a year in strangers’ homes, carefully observing every detail in order to uncover their hidden desires, and, ultimately, the clues to a multi-million dollar product. Lindstrom connects the dots in this globetrotting narrative that will enthrall enterprising marketers, as well as anyone with a curiosity about the endless variations of human behavior. You’ll learn... • How a noise reduction headset at 35,000 feet led to the creation of Pepsi’s new trademarked signature sound. • How a worn down sneaker discovered in the home of an 11-year-old German boy led to LEGO’s incredible turnaround. • How a magnet found on a fridge in Siberia resulted in a U.S. supermarket revolution. • How a toy stuffed bear in a girl’s bedroom helped revolutionize a fashion retailer’s 1,000 stores in 20 different countries. • How an ordinary bracelet helped Jenny Craig increase customer loyalty by 159% in less than a year. • How the ergonomic layout of a car dashboard led to the redesign of the Roomba vacuum.
The New York Times Bestseller named one of the "Most Important Books of 2016" by Inc, and a Forbes 2016 "Must Read Business Book" 'If you love 'Bones' and 'CSI', this book is your kind of candy' Paco Underhill, author of Why We Buy 'Martin's best book to date. A personal, intuitive, powerful way to look at making an impact with your work' Seth Godin, author of Purple Cow Martin Lindstrom, one of Time Magazine's 100 Most Influential People in The World and a modern-day Sherlock Holmes, harnesses the power of "small data" in his quest to discover the next big thing. In an era where many believe Big Data has rendered human perception and observation 'old-school' or passé, Martin Lindstrom shows that mining and matching technological data with up-close psychological insight creates the ultimate snapshot of who we really are and what we really want. He works like a modern-day Sherlock Holmes, accumulating small clues - the progressively weaker handshakes of Millenials, a notable global decrease in the use of facial powder, a change in how younger consumers approach eating ice cream cones - to help solve a stunningly diverse array of challenges. In Switzerland, a stuffed teddy bear in a teenage girl's bedroom helped revolutionise 1,000 stores - spread across twenty countries - for one of Europe's largest fashion retailers. In Dubai, a distinctive bracelet strung with pearls helped Jenny Craig offset its declining membership in the United States and increase loyalty by 159% in only one year. In China, the look of a car dashboard led to the design of the iRobot, or Roomba, floor cleaner - a great success story. SMALL DATA combines armchair travel with forensic psychology in an interlocking series of international clue-gathering detective stories. It shows Lindstrom using his proprietary CLUES Framework - where big data is merely one part of the overall puzzle - to get radically close to consumers and come up with the counter-intuitive insights that have in some cases helped transform entire industries. SMALL DATA presents a rare behind-the-scenes look at what it takes to create global brands, and reveals surprising and counter-intuitive truths about what connects us all as humans.
A comprehensive introduction to flexible, efficient tools for describing massive data sets to improve the scalability of data analysis.
How a new understanding of warfare can help the military fight today’s conflicts more effectively The way wars are fought has changed starkly over the past sixty years. International military campaigns used to play out between large armies at central fronts. Today's conflicts find major powers facing rebel insurgencies that deploy elusive methods, from improvised explosives to terrorist attacks. Small Wars, Big Data presents a transformative understanding of these contemporary confrontations and how they should be fought. The authors show that a revolution in the study of conflict--enabled by vast data, rich qualitative evidence, and modern methods—yields new insights into terrorism, civil wars, and foreign interventions. Modern warfare is not about struggles over territory but over people; civilians—and the information they might choose to provide—can turn the tide at critical junctures. The authors draw practical lessons from the past two decades of conflict in locations ranging from Latin America and the Middle East to Central and Southeast Asia. Building an information-centric understanding of insurgencies, the authors examine the relationships between rebels, the government, and civilians. This approach serves as a springboard for exploring other aspects of modern conflict, including the suppression of rebel activity, the role of mobile communications networks, the links between aid and violence, and why conventional military methods might provide short-term success but undermine lasting peace. Ultimately the authors show how the stronger side can almost always win the villages, but why that does not guarantee winning the war. Small Wars, Big Data provides groundbreaking perspectives for how small wars can be better strategized and favorably won to the benefit of the local population.
A method to find and connect the small data clues that show what the future’s big picture will look like. “Strategy decisions are like playing high-stakes blackjack, and scanning is the technique for counting cards. Martin Schwirn isn’t a pro gambler, but an expert in scanning.” —Bill Ralston, cofounder of Strategic Business Insights and author of Scenario Planning Handbook An organization’s future success depends on their decision makers’ ability to anticipate changes and disruptions in the marketplace. But how do you get information about tomorrow today? How can your decisions today account for tomorrow’s uncertainties? Small Data, Big Disruptions presents a tool kit to foresee coming changes: Understand why big data will not help you with understanding tomorrow’s disruptions. The future starts with small data—first. Learn the proven 4-step process to capture small data that help envision the future. See examples of how the process anticipated major disruptions. Implement the process in your organization and learn how to initiate meaningful actions. Small Data, Big Disruptions provides the information you need to anticipate the future, understand tomorrow’s market dynamics, and make the necessary decisions to meet the future on your terms. Small Data, Big Disruptions lets you exploit the period between the moment you could know about emerging disruptions and the moment most everybody will know about it. It’s the difference between being ahead of the curve and struggling to catch up.
This book should be of interest to statistics lecturers who want ready-made data sets complete with notes for teaching.
This important book considers the ways in which small and medium-sized enterprises (SMEs) can thrive in the age of big data. To address this central issue from multiple viewpoints, the editors introduce a collection of experiences, insights, and guidelines from a variety of expert researchers, each of whom provides a piece to solve this puzzle.
Don't simply show your data—tell a story with it! Storytelling with Data teaches you the fundamentals of data visualization and how to communicate effectively with data. You'll discover the power of storytelling and the way to make data a pivotal point in your story. The lessons in this illuminative text are grounded in theory, but made accessible through numerous real-world examples—ready for immediate application to your next graph or presentation. Storytelling is not an inherent skill, especially when it comes to data visualization, and the tools at our disposal don't make it any easier. This book demonstrates how to go beyond conventional tools to reach the root of your data, and how to use your data to create an engaging, informative, compelling story. Specifically, you'll learn how to: Understand the importance of context and audience Determine the appropriate type of graph for your situation Recognize and eliminate the clutter clouding your information Direct your audience's attention to the most important parts of your data Think like a designer and utilize concepts of design in data visualization Leverage the power of storytelling to help your message resonate with your audience Together, the lessons in this book will help you turn your data into high impact visual stories that stick with your audience. Rid your world of ineffective graphs, one exploding 3D pie chart at a time. There is a story in your data—Storytelling with Data will give you the skills and power to tell it!
Now your students can transform their mobile phones and tablets into tools for learning about everything from weather to water quality. Big Data, Small Devices shows you how. This book is designed for Earth and environmental science teachers who want to help students tap into, organize, and deploy large data sets via their devices to investigate the world around them. Using the many available websites and free apps, students can learn to detect patterns among phenomena related to the atmosphere, biosphere, geosphere, hydrosphere, and seasons. Written by veteran teachers, Big Data, Small Devices is organized into two major parts. It covers tools that help you both find real-time data and understand what to do with the data. Then, the authors provide sample app-based activities that you can use as written or adapt to your specific needs. These days, opportunities to learn are as close as your students' personal technology. As the authors of Big Data, Small Devices note, " Allowing students to conduct investigations using their smart phone in app-based activities allows them to be more engaged in science investigations."
Capitalise on big data to add value to your small business Written by bestselling author and big data expert Bernard Marr, Big Data For Small Business For Dummies helps you understand what big data actually is—and how you can analyse and use it to improve your business. Free of confusing jargon and complemented with lots of step-by-step guidance and helpful advice, it quickly and painlessly helps you get the most from using big data in a small business. Business data has been around for a long time. Unfortunately, it was trapped away in overcrowded filing cabinets and on archaic floppy disks. Now, thanks to technology and new tools that display complex databases in a much simpler manner, small businesses can benefit from the big data that's been hiding right under their noses. With the help of this friendly guide, you'll discover how to get your hands on big data to develop new offerings, products and services; understand technological change; create an infrastructure; develop strategies; and make smarter business decisions. Shows you how to use big data to make sense of user activity on social networks and customer transactions Demonstrates how to capture, store, search, share, analyse and visualise analytics Helps you turn your data into actionable insights Explains how to use big data to your advantage in order to transform your small business If you're a small business owner or employee, Big Data For Small Business For Dummies helps you harness the hottest commodity on the market today in order to take your company to new heights.