Marketers performed poorly on a statistical aptitude test about data analysis, with over 4 questions wrong for most. While hunger for data is increasing, marketers currently depend on data for only 11% of decisions, with most relying on intuitions. The document argues marketers need to shift from gut-based to smart, data-based decision making, and that managers should put data at the center of decisions. It is rare to find marketers who truly excel at using data effectively.

1. Marketers flunk the
big data test
ANALYSIS BY ABHIMANYUE SINGH TANWAR

2. Hunger for
data is
increasing
drastically

3. Marketers
depend on
data for just
11% of
decisions.
Majority still
comes from
intuitions!

4. Effective data
analysis
Business
Success

5. Out of 5 questions asked to marketers
on statistics
Statistical Aptitude test results
More than 4 questions wrong All correct Less than 4 correct

6. Marketers
Connectors
Rely too much on
dashboard results
1
Lack enough statistical
aptitude and ability to
use data effectively
2
Change decisions
rapidly based on
metrics
3

7. Focusers
Comfort with
ambiguity
1
Ability to ask strategic
data based questions
2
Narrow focus on high
order goals
3

8. Rare to find trained data loving marketers
Only
10%
Of
Marketers
excel
In
DATA!

9. Important to build guided team
environment focussed on data analysis
and not merely on shiny attractive
marketing ideas!

10. Managers should put data at the
centre in decision making

11. Marketers should know the effects of
bad data!

13. Make a shift from gut-
based decision making to
smart data based decision
making

14. We are living in a volatile
world, mere intuitions are
unreliable, use statistics to
outperform intuitions 

15. Thank You