"This book helps readers understand the beneficial relationship that can be established between data mining and smart business practices." (IT Professional, January/February 2007)

"The book contains real case studies, providing yet further demonstrations of the extraordinary data wealth of the modern commercial world." (International Statistical Review, 2007)

"…full of vivid and thought-provoking anecdotes…needs to be read by anyone with a serious interest in research and marketing." (Research Magazine, August 2007)