His audience are decision makers in marketing and advertising that no expert on statistics, database management and web analytics are likely. Therefore, the author has chosen an outline that closely adheres to the everyday experience of its target audience. He goes step by step through an imaginary briefing. He deals with the exciting topics of marketing everyday: customer segmentations, identify needs and the right advertising messages derive, select communication channels, budget provision, measure success. Although the author is undoubtedly an expert in statistical analysis and Modellings, he never drifts into higher spheres, in which he can no longer follow its readers.
Anyone who has a bit busy with the topic, is therefore found one or two old hat, but the principles of data-driven marketing is not so obvious that one should really renounce such repetitions. His book is sometimes written in a casual, almost sloppy conversational tone, always with the clear intent to scare anyone with research details. Although Maex his instruments and the principles of his approach explains quite accurately (without using formulas and equations), so always awaken with the objective interest in the results and their practical use.
He is admirably pragmatic: For example, he explains how to create advertising response curves without data - of course only a shaky crutch were, but still better than easy to plan into the blue beyond. Sexy Little Numbers "is not a textbook for data analysis and also no real how-to-do" -Ratgeber (despite the many tips and recipes included), but primarily an invitation to deal with the possibilities of data analysis.
The better than most succeeds Big Data "-Propheten who are too lost in the abstract and complexes A vulnerability has however the book (what the author also admits itself). The subject of data protection is only briefly touched upon the very end and more brushed aside as truly reflected. It is quite important, as the concerns of consumers and changing laws provide the framework for the collection of data on a large scale, and thus also for many analytical and marketing opportunities. Apart from that you have with Sexy Little Numbers "a book that like to research makes. It is hoped that this book will soon be translated into German.
