What is meant by "you can't manage what you don't measure." what are the key differences between "big data" and "analystics"? what did the airline do to improve etas? what did sears do to improve personalized promotions? what is a hippo? what must executives who want to lead a big data transition do? what are the five management challenges?

The popular phrase "you can't manage what you don't measure" points to the truth that a manager must know what his division is doing in order to properly guide and administer it. In the case of Southwest Airlines, estimated time of arrival (ETA) was improved by streamlining processes from aircraft maintenance to guest service. Sears improved personalized promotions by using data to identify important customer behaviors. In all of these examples, executives had to examine large data sets or "big data" and review the analysis to make decisions based on "analystics."