This presentation talks about the types of people who fail and succeed in the Big-data test. Also, it briefs about the decisions made by marketers based on data and intuitions.

1. Data Analytics Internship
under
Prof. Sameer Mathur, Associate
Professor of Marketing, IIM
Lucknow
Submitted by,
Shivaprakash.B,
NIT-Trichy

2. WEEK 1 DAY-4- Task 1-a
• 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. The Big Data Test

4. Q1) List the two most (important /
interesting / informative) insights from this
article?

5. Insight 1- 3 types of people who
fail the Big Data test
a) Those who rely too much on gut:
• Many marketers make most of the
decisions based on their intuitions and
they use data for just 11% of their
customer-related decisions.

6. • In other cases, they take decisions based
on their past experiences.
• But, in the modern world, judging based
on previous experiences is turning out to
be very unreliable.

7. • Also, marketers listen to expert advices
and one-off customer interactions, and
they have data-based decisions as their
last preference.
• Since, the behavior of consumers vary
drastically over time, intuitive decisions
won’t help in the long run.

8. b) Those who stumble in statistics:
• A statistical aptitude test comprising of
difficulty from basic to intermediate was
conducted for some marketers.
• The test revealed astonishing results.
Only 5% of the total marketers managed
to get all the questions right.

10. • 44% of the total marketers got at most 1
question correct. This shows their
literacy in statistics.
• Hence, this might reflect that these
marketers don’t use statistics on a
frequent basis.

11. c) Those who get distracted by data:
• 11% of the marketers use data to a
greater extent. They love feedback
including data on marketing
effectiveness, input from
managers/peers.
• These marketers are called as
Connectors, and they are the people, the
CMOs are looking for.

12. • Still, these 11% marketers are given
lower performance ratings by their
ratings by their managers since, they
don’t know to use the data in an effective
manner.
• Many marketing disciplines encourage
this behavior unknowingly, and end up
mushrooming the problem.

13. • Also, these marketers are rewarded for
improving the response metrics.

14. Insight 2-Those who clear
the Big Data test
• Top performing marketers are rated by
managers based on 3 qualities namely,
1. Comfort with ambiguity
2. Ability to ask strategic questions
based on data.
3. Narrow focus on higher order goals.

15. • Those marketers who focus on goals and
manage to filter out the noise succeed in
the Big Data test.
• The importance of these filters will be on
the upward trend as long as the
marketers are fluent with raw numbers .
• A well-guided team environment can
help these marketers to protect
themselves from noise chasers.

16. Q2) Why and how are these insights
relevant to a manager in India?

17. MANAGERIAL RELEVANCE
• Managers need to tell marketers to stress
more on data to take decisions.
• They should tell marketers to stop the
decisions made on the basis of intuitions
and previous experiences.

19. • Also, managers should provide these
marketers adequate training to use data
efficiently. In turn, this will lead to
marketers earning higher ratings.
• Managers should stop encouraging
marketers to make assumptions based on
past experiences.