56 Kellogg Insight Based on insights from Eric T. Anderson , Florian Zettelmeyer Tips & Tools How to Tell Persuasive Stories Through Better Data Visualizations 57 For Smarter Analytics, You Need to “Purposely Mess Stuff Up” 70 To Improve Customer Experience, Embrace the Outliers in Your Data 76 Using Experiments to Get the Most Out of Your Digital-Advertising Budget 83 Want to Understand Customer Sentiments in Real Time? Here’s a New Tool for Analyzing Social- Media Data. 91 How Companies Can Mine Online Reviews for Product-Development Gold 98