I was leading one of the top e-commerce sites in Europe, having been confronted with big data "buzz" every day. Big Data and Social Media are often overused words in e-retail these times. This book draws a good distinction between why businesses should measure data and what to get out of it. Especially the marketing and sales chapter is a real help for any online business manager.
A fascinating chapter was the one on skewing measurements and businesses try to skew measurements in automated means. I wish the authors had brought here even more examples.