Introduction : data-analytic thinking -- Business problems and data science solutions -- Introduction to predictive modeling : from correlation to supervised segmentation -- Fitting a model to data -- Overfitting and its avoidance -- Similarity, neighbors, and clusters -- Decision analytic thinking I : what is a good model? -- Visualizing model performance -- Evidence and probabilities -- Representing and mining text -- Decision analytic thinking II : toward analytical engineering -- Other data science tasks and techniques -- Data science and business strategy -- Conclusion