Preface: the power of dynamic data -- Introduction: it didn't used to be this way -- Signs of the times: why data and analytics are dominating our world -- The fundamentals of contemporary data: a primer on what it is, why it matters, and how to get it -- The fundamentals of analytics: peeling back the onion -- A better way to work: the benefits and core values of agile development -- Introducing scrum: looking at one of today's most popular agile methods -- A framework for agile analytics: a simple model for gathering insights -- University tutoring center: an in-depth case study on agile analytics -- People analytics at Google/Alphabet: not your father's HR department -- The anti-Google: Beneke Pharmaceuticals -- Ice Station Zebra Medical: how agile methods solved a messy health-care data problem -- Racial profiling at Nextdoor: using data to build a better app and combat a PR disaster -- The benefits of agile analytics: the upsides of small batches -- No free lunch: the impediments to and limitations of agile analytics -- The importance of designing for data: lessons from the upstarts -- What now?: a look forward.