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Top 10 Books on Analytics -- A Data to Dollars™ Starter Library

Jaime Fitzgerald "Data to Dollars™ Specialist, Entrepreneur, Consultant"
The list author says: "For more than a 15 years, I've been a consultant specializing in helping executives make high stakes decisions more effectively via analytics. This is a general list of top books on the subject of applied analytics...contact me for a list customized to your specific interests in this fast-evolving field..."
Competing on Analytics: The New Science of Winning
Competing on Analytics: The New Science of Winning
"A lucid primer on the ways in which firms are using information to compete in distinctive ways.  In other words, how analytics are ENABLING strategies that would not otherwise be possible, thus providing unique advantages to firms that employ analytics."
Return on Customer: Creating Maximum Value From Your Scarcest Resource
Return on Customer: Creating Maximum Value From Your Scarcest Resource
"Required reading for clients who want to understand more about Customer Profitability measurement, and why it is valuable."
Marketing As Strategy: Understanding the CEO's Agenda for Driving Growth and Innovation
Marketing As Strategy: Understanding the CEO's Agenda for Driving Growth and Innovation
"Not a technical book, but a book that articulates with great clarity the imperative that Marketers adopt metrics-based, science-base approaches to their craft."
Marketing Payback: Is Your Marketing Profitable? (Financial Times Series)
Marketing Payback: Is Your Marketing Profitable? (Financial Times Series)
"Probably my favorite book on this entire list.  A great writer AND a great practitioner."
Moneyball: The Art of Winning an Unfair Game
Moneyball: The Art of Winning an Unfair Game
"For those who love sports, a great way to make the value of analytics relevant."
Super Crunchers: Why Thinking-by-Numbers Is the New Way to Be Smart
Super Crunchers: Why Thinking-by-Numbers Is the New Way to Be Smart
"A mass-market illumination of the core principles behind the application of analytics--especially predictive models--to improve business results."
Business Modeling and Data Mining (The Morgan Kaufmann Series in Data Management Systems)
Business Modeling and Data Mining (The Morgan Kaufmann Series in Data Management Systems)
"The most technical book on our list...an excellent, hardcore reference on the core work of business modeling and data mining.  Good for new analysts looking to broaden their horizons."
The New Direct Marketing: How to Implement A Profit-Driven Database Marketing Strategy
The New Direct Marketing: How to Implement A Profit-Driven Database Marketing Strategy
"A core reference text in the quest to implement science-based marketing and improve marketing ROI. A favorite of the Fitzgerald Analytics team."
Strategic Database Marketing: The Masterplan for Starting and Managing a Profitable, Customer-Based Marketing Program
Strategic Database Marketing: The Masterplan for Starting and Managing a Profitable, Customer-Based Marketing Program
"From the godfather of database marketing.  A classic."
Predictive Data Mining: A Practical Guide (The Morgan Kaufmann Series in Data Management Systems)
Predictive Data Mining: A Practical Guide (The Morgan Kaufmann Series in Data Management Systems)
"A favorite reference among the Fitzgerald Analytics team, this pick is a bit more dense than the others, but well worth the time spent wading into the details, especially when the payoff can literally be a game-changing decision made better through actionable insights!  Enjoy."