By reading this book, you never want to stop. It is supported with concrete examples in different areas (public, marketing, banking, insurance, ..). It was a real delight, pity that the authors do not go out a second book focused this time technology with the same spirit of clarity and simplicity. I strongly recommend this book to people who want to discover what it is that big data and its possible applications in business and how can use our personal data (social networking, telecom, ...)