CHRISTOPHER FRANK is a Vice President in the Global Advertising and Brand Management team at American Express. He is a senior strategist at the intersection of marketing, analytics, and commerce developing superior strategies applied to global markets working with B2B and B2C products. He is the co-author of Drinking from the Fire Hose and an Adjunct Professor at Columbia Business School. PAUL MAGNONE is Head of Global Strategic Alliances at Google. He is a leader in using technology and innovation to create and develop growth strategies for businesses. He has launched new high-growth businesses working in over 30 countries and has been an Industry Mentor in the NSF I-Corps(TM) Program. He is the co-author of Drinking from the Fire Hose and an Adjunct Professor at Columbia Business School. ODED NETZER is the Vice Dean of Research and the Arthur J. Samberg Professor of Business at Columbia Business School. He is also an Amazon Scholar and an affiliate of the Columbia University Data Science Institute. Professor Netzer is a world-renowned expert in data-driven decision-making. His award-winning research is broadly read and highly cited. He has published dozens of papers in the world's leading marketing and management science journals.