 The company was set up in 2009, we're an analytics training consultancy company and we work with companies to help them build in-house analytics capabilities. So we're really lucky here in Ireland, we get to work across lots of different sectors anything from banking, finance, manufacturing, we work with agribusiness so we do the right range of types of companies that we work with. For instance we work with one company who were based in Cork and they were setting up an analytics function and weren't too sure how to go about it. So we worked with them training their staff here in Ireland, building out their analytics capability here but we also worked with their global teams. So we worked with their team in Taipei and their team in San Francisco. We trained them locally so we flew over to their various offices and trained them but then we were able to mentor them here so we were able to work with their global teams over a period of about 12 months bringing their skills in-house helping them apply the classroom learning onsite to a really nice mentoring program that we were able to do remotely from here in Ireland. So in 2011 we approached MIT Press with an idea for a book about predictive data analytics and they were really happy for us to write the book because they felt a real gap in the market for a book that merged both the practical application and the dense theory and bring those two areas together in one single book. So we started writing the book at that stage and in 2015 MIT Press very kindly published it for us. It was a long road in getting it written. It was really good fun, lots of arguments. There's three of us who wrote the book myself, Eva Darcy, Dr John Kelleher from DIT and Dr Brian McNamee from UCD. We spent weeks writing up in Donegal on the west coast of Ireland in between the oddsurf here and there. But eventually through that long process I think we produced a book that has lots of practical applications with some really good insights into the theory that backs those up.