I was aware of the existence of this book (published in Dutch) even before Erik du Plessis’ company, Impact, became part of Millward Brown, and have since urged him to update it and get it published in English. The result is essentially a new book that expands on the original to provide new insight.

This book is unlike...

Using data-driven business analytics to understand customers and improve results is a great idea in theory, but in today's busy offices, marketers and analysts need simple, low-cost ways to process and make the most of all that...

Combine business sense, statistics, and computers in a new and intuitive way, thanks to Big Data Predictive analytics is a branch of data mining that helps predict probabilities and trends. Predictive Analytics For Dummies explores the power of predictive analytics and how you can use it to make valuable predictions for your business, or in...

“If you ever met Dr. Otazo, you certainly would read her new Truth book. She is as she writes—engaging, pithy, memorable. Take ‘Truth 33: Questions Unite; Answers Divide.’ Now ain’t that the truth....

As an industry, interactive is different. The work entails elements of software development, marketing, and advertising, yet it’s neither purely technical nor traditional “agency” work. Delivery methods are different, and because the industry is relatively new, the gap in understanding between the clients buying the work and...

'Metonymy' is a type of figurative language used in everyday conversation, a form of shorthand that allows us to use our shared knowledge to communicate with fewer words than we would otherwise need. 'I'll pencil you in' and 'let me give you a hand' are both examples of metonymic language. Metonymy serves a wide...