This month, Insight In Person looks at how business leaders can incorporate data analytics into their companies—from what the manager's role should be to how big data can be used in product development.

Florian Zettelmeyer, a professor of marketing at the Kellogg School and faculty director of the program on data analytics at Kellogg, explains why every leader needs a "working knowledge of data science," and why it is important to encourage data literacy across organizations.

Eric Anderson, a professor and chair of the marketing department at the Kellogg School,  discusses how companies can use analytics to see who is buying their products—and whether they’re the kind of customer that might be a "harbinger of failure."