Analytics has become a key driver of competitive advantage for organizations, underpinning new waves of productivity, growth, innovation and customer insights. As the availability of data increases, it becomes ever more important that decision makers across companies can fully exploit the potential of analytics to provide effective insights. By expertly linking data and decision making, the authors present a new paradigm which will forge the way into helping develop products and services that cam positively contribute to society. Graham draws on his unique background in military intelligence, strategy consulting and analytics. Presenting research, personal experiences and case studies, in an engaging and practical format.