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I would recommend to read: *Guerilla Analytics* by Enda Ridge. Some good war stories and great wisdom on this topic. For disclosure I know Enda well.

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Few words, fundamental concepts and very clear writing for a much appreciated piece on a topic I wasn't very familiar with. Writing in this way, reducing doubts and explaining things in a crystal clear way to those who do not have a technical background but at the same time maintaining the specificity and 'technicality' of what is being said is not easy, but I think this issue is particularly inspirational on this one.

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