Business analytics is all about leveraging data analysis and analytical modeling methods to achieve business objectives. This book is suitable for students with special interest in data science, business, or both. Methods are presented in an intuitive fashion, and business applications are backed up by an approachable level of mathematical rigor. The balance makes the material accessible to students with a broad range of backgrounds: those looking for 'So that's how it works!', 'So that's what it's for!', and 'So that's how to do it!' Students will come away well-positioned and well-differentiated for their future industry, consulting, academic, and government roles as data-savvy business practitioners. Accompanied by a robust set of digital materials including code, data sets, primers, and more for both students and instructors, this text is the ideal learning resource for senior and graduate students in business or data science departments.