Over 800 marketers at Fortune 1000 companies failed at effectively using big data, as they only used data for 11% of customer-related decisions and relied too heavily on intuition instead. While 11% overused data and got distracted by it, the majority struggled with basic and intermediate statistics. To better leverage big data, marketers need to prioritize data in their decision making, have a narrow focus on higher goals while being comfortable with ambiguity, and ask strategic questions to filter out noise - though only 10% of marketers currently possess these qualities.

1. The StRugGLe
with
Big data

2. 800 marketers at
Fortune 1000 companies
failed the big data test.

3. WHY ???

4. Marketers use data
for only 11 % of
customer related
decisions.
They rely too much
on their intuition.

5. Intuition and
judgement from
past experiences
are not suitable for
today’s volatile
business
environment.

6. A majority
struggle with
basic and
intermediate
statistics.

7. 11%
of the managers overuse
data and get dangerously
distracted by data.

8. What is the best focus?

9. Top managers are characterized by three
qualities
Narrow
focus on
higher
order
goals
Comfort
with
ambiguit
y
Ability to
ask
strategic
questions

10. Sadly,
only
10%
marketers
have the
ability to
filter out
noise and
is hard to
teach

11. What should be the strategy?

12. 1. Prioritize data in the
decision making process