Marketing and data based on HBR article "Marketers Flunk the Big Data Test by Patrick Spenner and Anna Bird"

1. Marketers Flunk the Big Data
Test by Patrick Spenner and
Anna Bird
Analysis of

2. There are two types of
marketers

3. There are two types of
marketers
• Who rely on data for decision
making

4. There are two types of
marketers
• Who rely on data for decision
making
• Who don’t

5. INSIGHT 1
Due to flux in customer behaviour,
decisions made on past experience is
increasingly unreliable

6. Data encapsulates
the experience of
lots of people;
which is
increasingly more
reliable than gut.

7. Majority struggle with statistics

8. Majority struggle with statistics
Making them data-dangerous

9. INSIGHT 2
Traits of the best performing marketers-

10. INSIGHT 2
Traits of the best performing marketers-
• Ability to ask strategic questions

11. INSIGHT 2
Traits of the best performing marketers-
• Ability to ask strategic questions
• Focus on higher level goals

12. INSIGHT 2
Traits of the best performing marketers-
• Ability to ask strategic questions
• Focus on higher level goals
• Comfort with ambiguity

13. What this does?
• People with these traits have filtering
ability.

14. What this does?
• People with these traits have filtering
ability.
• Filter out noise to look at insights that
matter.

15. Managerial Relevance

16. Managerial Relevance
The increasing need to look at data for
decision-making requires the ability to
remove noise and focus on the data
that matters; to retrieve the best
actionable insights.

17. fin.