This isn't really a book about the business applications of data science. Instead it has some businessy sounding bits and the start and end which feel like an afterthought. The middle seems like it was taken from a data mining textbook (or perhaps previously was one). Particularly strangely, it presents some math for machine learning but in a dumbed down way using notation the author invented (the strangest was a replacement for sigma as sum notation).
Rather than reading this you're probably better off reading a book about how business might be impacted by machine learning and related things (The Second Machine Age or Average is Over). Alternatively, if you want to know more about data science / data mining (now fairly deprecated term this book uses) or machine learning you'd be better off picking up Hastie's or Mitchell's book or taking Andrew Ng's course on Coursera.