This presentation explains how marketers flunk the big data test.

1. MARKETERS FLUNK THE
BIG DATA TEST
-Patrick Spenner & Anna Bird

2. 1st INSIGHT
Marketers
rely too much
on their
intuitions
and very less
on data.

3. Marketers depend on data for
just 11% of all customer-
related decisions

4. More than half of the
information comes from
previous experiences and
intuitions related to customers.
Today’s business environment
is highly volatile, thus past
experiences become highly
unreliable.

5. It is also to be noted that
marketers struggle with statistics.
So, it would not be wrong to say
that they lack statistical aptitude.

7. 2nd INSIGHT
Marketers are
highly
distracted by
data.

8. These marketers actually love
data.
But due to lack of statistical
aptitude they become
underperformers.

10. Managerial
Relevance
It is
important to
focus on
goals and
filter out
noise.

12. Comfort with ambiguity.
Ability to ask strategic questions
based on data.
Narrow focus on high-order
goals.
Their are three key qualities essential for
marketers:

13. It is important for managers to
teach marketers to put data in
front and centre in their decision
making.
Also, they need to sensitize
marketers to common data
interpretation mistakes.