John, Jean and Mark start where others stop. The point is that analytics is more than just ROI calculations. Three key points are: first, the game belongs to prediction. You can't change the past, but you can learn how to apply it in predictive methods. Second, data integration generates leverage....Third, it's all about application. We can't just dump findings on management. We have to be partners in using the outcomes to run the organizations more effectively. John and company do a great job of leading the reader through these points.