It is an analysis of an article entitled Marketers Flunk the Big Data Test by Patrick Spenner and Anna Bird

2. I INSIGHT

3. The big-data
explosion is driving
a shift away from
gut-based decision
making.

4. A recent study found that:
 vast majority of marketers rely
too much on intuition for their
decision and are at disadvantage.
while the few who do use data
aggressively for most decisions do
it badly. WHY???

5. The problem is, they don’t have
the judgment required to use data
effectively.
WHY??

6. Every time they
find a new
revelation, they
end up changing
direction so often
that they lose sight
of end goals.
Why continued…

7. II INSIGHT

9. 1) comfort with
ambiguity

10. 2)ability to ask
strategic
questions
based on data

11. 3)narrow focus
on higher-
order goals.

12. MANAGERIAL RELEVANCE

13. Companies making data driven
decisions that too in a right way
are at an advantage compared to
those who rely their decisions
purely on instinct and intution.
A Manager should remember that:

14. A well-guided
team environment
can ensure that
decision makers
are not misguided
by unimportant
data and their
focus remain on
main objective of
organisation.

15. RECAP::
Recent study shows that many firms
rely on intuition and those who use data
do not use them effectively.
There are 3 key qualities of a
marketer:
Comfort with ambiguity
Ability to ask strategic question based
on data.
Narrow focus on higher order goals.