Marketers Flunk the Big Data Test by Patrick Spenner and Anna Bird

1. MARKETERSFLUNK THE BIG DATATEST
-By Patrick Spenner & Anna Bird
Presented by- Shashi Gupta
NIT TRICHY

2. THE BIG-DATA vs GUT-BASED DECISION MAKING
The big-data explosion is driving a shift away from
gut-based decision making.
A strong appetite for data is one of the most
sought-after qualities in new marketers.

3. THE BIG-DATA vs GUT-BASED DECISION MAKING
A recent CEB study of nearly 800
marketers at Fortune 1000 companies
found the clear majority of marketers
still rely too much on intuition

4. THE BIG-DATA vs GUT-BASED DECISION MAKING
Developing the right mix of intuition and
data-driven analysis is the ultimate key to
success with this movement. Neither an
all-intuition nor an all-analytics approach
will get you to the promised land.

5. THE BIG-DATA vs GUT-BASED DECISION MAKING
A recent survey on market research shows “when
asked marketers to think about the information
they used to make a recent decision, they said
that more than half of the information came from
their previous experience or their intuition about
customers.”
And the results in some of these decisions……

6. THE BIG-DATA vs GUT-BASED DECISION MAKING
And the results in some of these decisions……
Judgment built from past experience is
unreliable.

7. THE BIG-DATA vs GUT-BASED DECISION MAKING
The marketers don’t have the statistical aptitude or judgment
required to use data effectively.

8. THE BIG-DATA vs GUT-BASED DECISION MAKING

9. THE BIG-DATA vs GUT-BASED DECISION MAKING
In management positions, people who
don’t know how to make decision based
on data can be very dangerous for the
company.

10. THE BEST FOCUS ON GOALS AND FILTER OUT NOISE

11. THE BEST FOCUS ON GOALS AND FILTER OUT
NOISE
Today’s top performing marketers as rated by the managers have three key qualities: comfort with
ambiguity, ability to ask strategic questions based on data, and narrow focus on higher-order goals.
comfort with ambiguity Ability to ask strategic
questions based on
data
Narrow focus on higher-
order goals

12. THE BEST FOCUS ON GOALS AND FILTER OUT
NOISE
The previous mentioned traits help
managers to filter out noise and apply
only the insights or data points that
truly matter for long-term success

13. THE BEST FOCUS ON GOALS AND FILTER OUT
NOISE
Marketers get better access to raw numbers and big
data keeps growing, the importance of this filtering
ability will only intensify.
The ability to filter out noise is rare (only about 10%
of marketers excel here) and hard to teach.

14. WHY AND HOW ARE THESE INSIGHTS RELEVANT
TO A MANAGER IN INDIA?
To drive effective data use, the
best marketing leaders
reiterate critical business goals
constantly, teach marketers to
put data front and center in
their decision making, and
sensitize marketers to
common data interpretation
mistakes. This enables even
the most distractible data
lovers to overachieve.

15. WHY AND HOW ARE THESE INSIGHTS RELEVANT
TO A MANAGER IN INDIA?