This PPT is an analysis of the article 'Marketers Flunk the Big Data Test' by Patrick Spenner and Anna Bird.

1. Internship on Data Analytics
with Managerial Applications
under Prof. Sameer Mathur, IIM
Lucknow
Submitted by
Chandrasekar V, NIT Trichy

2. Week 4, Day 1 – 22nd January, 2018
Task 1: Analysis of the article ‘Marketers
Flunk the Big Data Test’.
• Q1) List the two most (important /
interesting / informative) insights from this
article?
• Q2) Why and how are these insights relevant
to a manager in India?

3. Q1) List the two most (important /
interesting / informative) insights
from this article?
A1) 1st Insight:
Most of the marketers either rely too
much on intuition or are not using data
properly.

4. MOST RELY TOO MUCH ON GUT
• On average, marketers depend on data
for just 11% of all customer-related
decisions
• More than half of the information
coming from previous experiences or
their intuition about customers

6. A MAJORITY STRUGGLE WITH STATISTICS
• During a test for marketers’ statistical
aptitude, almost half (44%) got four or
more questions wrong out of five.
• Only 6% got all five right.

8. SOME ARE DANGEROUSLY
DISTRACTED BY DATA
• While most marketers underuse data, a small
fraction (11%) just can’t get enough and base
most decisions on data.
• These types of marketers are
underperformers as they don’t have the
statistical aptitude or judgment required to
use data effectively.

9. SOME ARE DANGEROUSLY
DISTRACTED BY DATA
• Every time these managers see a blip on the
dashboard, they change direction so often
that they lose sight of end goals.
• In management positions, these people can
prevent anyone from sticking with projects
long enough to achieve the best results.

10. Q1) List the two most (important /
interesting / informative) insights
from this article?
2nd Insight:
The best marketers focus on goals and
filter out noise

11. The best marketers focus on goals and
filter out noise
• Today’s top performing marketers have three
key qualities: comfort with ambiguity, ability
to ask strategic questions based on data, and
narrow focus on higher-order goals.
• These traits help them apply only the insights
or data points that truly matter for long-term
success.

12. The best marketers focus on goals and
filter out noise
• The bad news for marketing leaders is that
ability to filter out noise is rare and hard to
teach.
• The good news is that a well-guided team
environment can teach marketers to put data
front and center in their decision making, and
sensitize marketers to common data
interpretation mistakes.

14. Q2) Why and how are these insights
relevant to a manager in India?
• Managers should realize that marketers would
need to pass the big data test if they can
provide proper and useful insights.
• But not marketers are good at analyzing data
and picking out the important parts.

15. Q2) Why and how are these insights
relevant to a manager in India?
• Some of them don’t use data too much, some
aren’t good at statistics and others don’t
know how to use the data effectively.
• Managers would need to know these various
categories if they would need to extract good
data-driven insights from marketers.

16. THANK YOU