3. INSIGHT 1
Big data explosion shift:
Big data explosion pressurises new data
driven customer intelligence capabilities
Intuition
based
Reasoning/St
atistical
based
4. 11% of all customer related decisions by
marketers are based on data i.e. statistical
based.
Greater than 50% decisions are based on
previous decisions and customer intuitions.
5.
6. Marketers rely too much on gut and/or give
data the last priority
Sometimes previous data might mislead us
resulting in failure of future prediction
7. INSIGHT 2
•Almost 5% of the marketers follow statistics
by the book
•Most marketers underuse data while others
dangerously rely on it
8. •Such marketers lack judgement and
statistical skills for use in data analysis
•They change strategies every time there is a
dip and miss out on end goals
9. •Such marketers don’t consider customer
loyalty or lifetime value and yet are rewarded
for metric response improvement
11. MANAGEIRAL RELEVANCE
Data
Importan
ce
• No compromise on statistical aptitude
due too much data distraction
Encoura
gement
• Not to rely on guts all together
Focus
• Fulfilling goals
• Filtering noise
12. Managers in India should be conscious of
the fact that judgements of marketers are
not always based on up-to-date information.
13. For Indian Managers predicting demands for
such huge population is highly unfavourable
because of greater entropy in consumers
behaviour.
14. From the second insight Indian Managers
must constantly motivate marketers by
i. reiterating business goals,
ii. sensitize them to data interpretation mistakes,
and
iii. teach them to put data on the front.
