"This book is derived from a lecture course in data mining for MBA students. … assumes very little in the way of mathematical or statistical background. The writing style is generally good, and the book should prove useful to its target audience."
—David Scott, International Statistical Review (2013), 81, 2
About the Author
Dr. Daniel S. Putler is a Data Artisan in Residence at Alteryx, a business intelligence/analytics software company.
Dr. Robert E. Krider is a professor of marketing in the Beedie School of Business at Simon Fraser University. He has also taught in Hong Kong, Shanghai, Portugal, and Germany. His research tackles questions of customer and competitor behavior in retailing and media industries.