Developers uniformly want to be "data-driven," but few truly are. This session will cover the building blocks of both basic and advanced analytics, leading the audience through the practical steps of instrumentation, uses in a complex organization, and actionable insights. It will range from defining seemingly simple terminology to understanding tools like segmentation and cohort analysis, and up into parsing out the pros and cons of advanced machine-learning modeling techniques. The session will be led by a tenured professor at USC and current CEO with 15 years of experience in game behavior, big data and analysis. The techniques come out of projects with developers, as well as formulated from work done with the CIA, Army and National Science Foundation.