How Marketers Flunk the Big Data Test Article analysis in my DSA Internship.

1. HOW Marketers FLUNK THE
BIG DATA TEST

2. By: Patrick Spenner and
Anna Bird

3. BIG DATA
EXPLODED A
COUPLE YEARS
AGO
THE BOOM OF DATA HAS
BROUGHT MANY NEW
OPPURTUNITIES TO STAGE

4. YET DATA ANALYSIS
REMAINS A SMALL
PART OF MARKETING
STILL.

5. INSIGHT 1

6. MANAGERS STILL RELY ON
GUT INSTINCT
ALMOST 8 OUT OF EVERY 10 MANAGERS
IN FORTUNE 500 GO WITH THEIR GUT
INSTEAD OF RAW HARD DATA.

7. EVEN AFTER DATA BOOM
GUT FEELING AND
PERSONAL THINKINGS
AND PREJUDICE RANK
ABOVE DATA. EVEN
THOUGH CHANGE TAKES
PLACE CONTINUOSLY ,
MARKETERS WEIGH THEIR
DECISIONS ABOVE THIS.

8. BARELY IMPORTANTGIBBERISH DATA
MAJORITY OF MARKETERS
UNAWARE OF STATISTICS.LESS
THAN 5% KNOW THE BASICS.
THUS BIG DATA EVEN AFTER
BEING COLLECTED HAS NO USE
HERE.

9. INSIGHT 2

10. DATA ASSERTED MARKETERS
A few percent of marketers
pay emphasis on data, yet
they are not valued since
their dependence and
analytics on data is not
much dependable either.

11. DATA LOVERS
-11% of the marketers are such
connectors. They have a
“plugged in” personality
-they love data and all forms of
feedback including data on
marketing effectiveness, input
from managers or peers, and
frequent interaction with others.

12. UNDERVALUED FOR A REASON
They perform on basis of data yet underperform. Thus
they are valued less than others.
They have the they don’t have the statistical aptitude or
judgment required to use data effectively.

13. MANAGERIAL
RELEVANCE

14. Both sides have Drawbacks.
Intuitive Marketers – no Statistical Relevance.
Data Connectors – usually underperform, lose sight
of goals

15. MARKET MATERIAL TODAY

16. Top Managers should look for individuals having three
Qualities - comfort with ambiguity, ability to ask
questions based on data, and well set goals.
Importance of these only intensifies.
Importance should be placed on reiterating focused
goals constantly so as to avoid filtering out
MARKET MATERIAL TODAY

17. References for Photos:
1. Flikr
2. Google Images.