About the impact of Big data on the decision making ability of Marketers in a firm

1. Marketers Flunk the
Big Data Test

2. MARKETERS MAKE DECISIONS
IN 2 WAYS:-
➢ DATA DRIVEN DECISION MAKING
➢ INTUITION BASED DECISION MAKING

3. Big-data explosion is driving a shift
away from GUT-based decision making

4. 800 marketers at
Fortune 1000
companies found the
vast majority of
marketers still rely on
INTUITION

5. MARKETERS TAKE DECISION BASED:-
➢ Judgement built from
past experience
➢ Assessing consumer
behaviour, interests
and expectations

6. DISADVANTAGE
➢ With consumer behaviours in flux, once-
valid assumptions can quickly become
outdated
➢ e.g., “older consumers don’t use Facebook
or send text messages”

8. Majority Struggle with Statistics
➢Marketers’ statistical aptitude with five
questions ranging from basic to
intermediate
➢44% got four or more questions wrong
➢6% got all five right
➢Just 5% of marketers own a statistics
text book

9. Some Marketers are distracted by data
➢ They have a “plugged in” personality type
➢ Thrive on external stimulation
➢ Take feedback including data on marketing
effectiveness, input from managers or
peers

10. TRAITS:-
➢ Statistical Aptitude or
judgement required to
use data effectively
➢ Lose sight of end goals
➢ UNDERPERFORMERS

11. MANAGERIAL RELEVANCE

12. Manager should ensure 3 QUALITIES that
his marketer should have

13. ✓Comfort with ambiguity
✓Ability to ask strategic questions
based on data
✓Narrow focus on higher-order
goals

14. Managers should employ certain
measures:
❖ Teach marketers to put data front in their
decision making
❖ Sensitize marketers to common data
interpretation mistakes
❖ Ensure a well guided Team environment