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Contents 5

▶ ApplicAtion cAse 1.4 Moneyball: Analytics in Sports and Movies 53
▶ ApplicAtion cAse 1.5 Analyzing Athletic Injuries 54
Prescriptive Analytics 54
▶ ApplicAtion cAse 1.6 Industrial and Commercial Bank of China
(ICBC) Employs Models to Reconfigure Its Branch Network 55
Analytics Applied to Different Domains 56
Analytics or Data Science? 56
1.9 Brief Introduction to Big Data Analytics 57
What Is Big Data? 57
▶ ApplicAtion cAse 1.7 Gilt Groupe’s Flash Sales Streamlined by Big
Data Analytics 59
1.10 Plan of the Book 59
Part I: Business Analytics: An Overview 59
Part II: Descriptive Analytics 60
Part III: Predictive Analytics 60
Part IV: Prescriptive Analytics 61
Part V: Big Data and Future Directions for Business Analytics 61
1.11 Resources, Links, and the Teradata University Network
Connection 61
Resources and Links 61
Vendors, Products, and Demos 61
Periodicals 61
The Teradata University Network Connection 62
The Book’s Web Site 62
Chapter Highlights 62 • Key Terms 63
Questions for Discussion 63 • Exercises 63
▶ end-of-chApter ApplicAtion cAse Nationwide Insurance Used BI
to Enhance Customer Service 64
References 65

Chapter 2 Foundations and technologies for Decision Making 67
2.1 Opening Vignette: Decision Modeling at HP Using
Spreadsheets 68
2.2 Decision Making: Introduction and Definitions 70
Characteristics of Decision Making 70
A Working Definition of Decision Making 71
Decision-Making Disciplines 71
Decision Style and Decision Makers 71
2.3 Phases of the Decision-Making Process 72
2.4 Decision Making: The Intelligence Phase 74
Problem (or Opportunity) Identification 75
▶ ApplicAtion cAse 2.1 Making Elevators Go Faster! 75
Problem Classification 76
Problem Decomposition 76
Problem Ownership 76

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