Essential Beginner means as the author you've set up the scene to say the basics and get away with it. So some basics are there: some definitions of analytics, data analysis, big data, types on analytics, data mining and warehousing. For the hour I spent reading it, I got some information covering analytics types and a lifecycle diagram - that's why I've given ** and not *.
I was generous, and deserve a single * myself for buying this book.
This is not a good book and it feels like a "fake" book in the words of our times:
* As a book on analytics defined as insights derived from raw data, there are no real insights here - simply the first page of Wikipedia on most of the term I've listed above.
* The scope of 108 pages out of which 16 pages (!) are a preview to the next book about blockchain is very limited. Considering one chapter is simply ads on commercial solutions one can find on the first page of google (chapter 2) and one includes the same diagram (really...) that takes a full page 10 (!) times, and the pages before were half blank to fit the diagram in a full page - it seems the Author harvests pages. I do not really care about the claimed 120 pages getting < 80 if the existing content would be useful.
* The book is full of expressions like "As you may have realized already", "As you already know", "I believe you are now well acquainted with some of the most common terms" - bluntly stating the obvious. Really, too much scrambling.
* Lastly, and I apologize for being harsh here, the book is not interesting. The few "real" samples are so broad, short and generic, and the book seems like a very unimaginative effort to inspire beginners to explore the fascinating world of Data Analytics.
I'm fine with the Author trying to write shallow "quick manuals" on trendy topics - but would recommend any serious reader looking for an honest beginner guide to look elsewhere.