Marketing in particular is feeling the pressure to embrace new data-driven customer intelligence capabilities.

1. Marketers
Flunk the Big
Data Test
1/22/2018
Patrick Spenner and
Anna Bird

3. WHY
Is this
happening?

4. A recent CEB study of
nearly 800 marketers at
Fortune 1000
companies found the
vast majority of
marketers still rely too
much on intuition —
while the few who do
use data aggressively
for the most part do it
badly.

5. TRUST
YOUR GUT
AND
INTUTION

6. MAJOR STRUGGLE
WITH STATISTICS

7. ARE YOU GETTING IT
RIGHT?

8. ARE YOU DISTRACTED
BY ALL THIS DATA?

9. Some marketers
just can’t get
enough of the
data.Most of their
decisions are
based on data.

10. CONNECTORS
They love data and all form of feedback
including data on marketing
effectiveness,input from managers or
peers.

11. These type of marketersare actually severe under performers
.
They end up changing direction so often that they lose sight of
end goals.

12. The best focus should be on
goals and to filter out noise.

13. Three main Qualities
Comfort with ambiguity.
Ability to ask strategic
question based on data.
Narrow focus on higher order
goals.

14. Following their gut
Major struggle with statistics
Too distracted with so much of data
Connectors
Low performance of connectors
Best focus should be on goals and to filter out noise
RECAP

15. THANK
YOU!