06 Kellogg Insight In This Issue Florian Zettelmeyer Why the Most Important Skills in Analytics Aren’t Technical Skills—They’re Thinking Skills 08 Kris Hammond How Does AI Fit into Your Business? 17 Mohan Sawhney How to Use Automation and AI to Radically Transform the Customer Experience 27 Tom O’Toole & Eric Leininger Remaking Marketing Organizations for a Data-Driven World 36 Jing Wang How to Build (and Keep) an Analytics Team in an Established Organization 47 Steve Franconeri How to Tell Persuasive Stories Through Better Data Visualizations 57 Eric T. Anderson & Florian Zettelmeyer For Smarter Analytics, You Need to “Purposely Mess Stuff Up” 70 Joel K. Shapiro To Improve Customer Experience, Embrace the Outliers in Your Data 76 Brett Gordon Using Experiments to Get the Most Out of Your Digital-Advertising Budget 83 Jennifer Cutler Want to Understand Customer Sentiments in Real Time? Here’s a New Tool for Analyzing Social-Media Data. 91 Artem Timoshenko How Companies Can Mine Online Reviews for Product- Development Gold 98 Adam Pah Four Ways AI Is Already Improving How Companies Serve Customers 108 Florian Zettelmeyer & Inhi Cho Suh How to Build AI That Everyone Can Trust 116 Getting Started Tips & Tools Trends