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SALIENT FEATURES OF BOOK •Easy to understand language with simple real life examples.•Primarily focused on Ecommerce and Retail industry.•Stepwise explanation of very basic to the complex of the statistical analysis.•All examples are solved using R and Excel or both.•Step by Step description of Pentaho BI Implementation - ETL, Report, OLAP & Dashboard.•Comprehensive coverage of topics including Probability Theories, Operation Analytics, Digital Marketing, BI Implementation, Web Analytics, Forecasting, Customer Analytics & Optimization.Application focus on current Digital Analytics Practices.