1 Table of Contents: “...; The Power of Hypothesis; Next-Best-Action; Adaptive Learning; Organizing Your Insights; Feedback Loops...”

2 Table of Contents: “... Not WorkBehavioural Finance; Technical Analysis; Efficient Market Hypothesis; Black Swans; Social Mood; Emotion Words...”

3 Table of Contents: “... exploitation; Hypothesis; Methodology; Setting and data collection; Measures; Results...”

4 Table of Contents: “...? -- The Efficient Market Hypothesis and the Factor Zoo -- Excess Shareholder Returns and three Levels of Cause...”