Presentation by Shreyas Jadhav about the article "Marketers Flunk the Big Data Test" by Patrick Spenner and Anna Bird.

1. Marketers Flunk the Big Data Test!

2. Insights

3. Issue 1
 Vast majority of
marketers still rely
too much on
intuition.

4. Issue 2
 Few marketers, who
do use data
aggressively for the
most part use it
badly.

5. Key Findings from
CEB Study

6. ONE
Most of marketers rely
too much on gut.

7. Dependent
11%
Not Dependent
89%
Decision making data dependence
On average,
marketers depend on
data for just 11% of
all customer-related
decisions.
Most of the
marketers put
data last on their
list.

8. TWO
A majority of
marketers struggle
with statistics

9. Almost half (44%) got
four or more questions
wrong and a mere 6%
got all five right when
marketers’ statistical
aptitude was tested.
Only 5 % owned
statistics text book.
4 or more
wrong
44%
1,2 or 3
wrong
50%
All correct
6%
Statistical Aptitude
Analysis (5 questions)

10. THREE
Some of the
marketers are
dangerously
distracted by data

11. “Connectors” are marketers that consult
dashboards daily, and base most decisions
on data.
Every time they see a blip on the dashboard,
they end up changing direction and lose
sight of end goals creating havoc.

12. FOUR
The best marketers
focus on goals and
filter out noise

13. Top performing marketers called “Focusers“ have
three key qualities:
1.Comfort with ambiguity
2.Ability to ask strategic
questions based on data
3.Narrow focus on higher-
order goals.

14. The bad news for marketing
leaders is that ability to filter out
noise is rare.
Only about 10% of marketers
excel here and hard to teach.
The good news is that a well-
guided team environment can
protect noise chasers from
themselves

15. Managerial
Relevance

16. A manager should understand that the marketers
with statistical knowledge have an upper edge in
terms of decision making.
A manager must encourage his/her marketers 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.

17. Thank You!