Lean Analytics,” by Eric Ries, $30 from O’Reilly, or $16 from discounters, gives you the ins and outs of using data to build a successful business.

The book is full of examples from businesses of all sizes. One of the author’s insights is that big data can be overused. You may find out that a certain percentage of customers don’t come back to your website. But that may be normal. Go on to the next problem.

Lesson: Small businesses can take on giants, by offering services they won’t. The Uber app took on the taxi industry. ¬†AirBNB took on hotels.

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