07 Kellogg Insight Based on insights from Eric T. Anderson , Florian Zettelmeyer Why the Most Important Skills in Analytics Aren’t Technical Skills—They’re Thinking Skills 08 How Does AI Fit into Your Business? 17 How to Use Automation and AI to Radically Transform the Customer Experience 27 Remaking Marketing Organizations for a Data-Driven World 36 How to Build (and Keep) an Analytics Team in an Established Organization 47 Gettin g Starte d