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

1. Marketers
Big Data

2. Marketers
Big Data
[Based on ‘Marketers Flunk the Big Data Test’ by Patrick Spenner and Anna Bird]

3. Insight #1
BIG
DATA
Vast majority of
Marketers rely
TOO MUCH
on intuition
[CEB study of 800
marketers in Europe]

4. Insight #1
1. Risky gut
feeling
ISSUES

5. Insight #1
1. Risky gut
feeling
ISSUES
• Justification:- previous experience or
intuition about customers
• BUT
 Increasingly volatile business
environment makes experience
unreliable
 Extensive choice for customers
implies once-valid assumptions
about customer behaviour become
outdated

6. NOT LOOKING IN
THE RIGHT
DIRECTION
Insight #1
2. Struggle with
statistics
ISSUES
NOT LOOKING IN
THE RIGHT
DIRECTION

7. Insight #1
2. Struggle with
statistics
ISSUES
• CEB study found that majority of
marketers lacked statistical aptitude
• Consequences will be reflected in
marketing strategy

8. Insight #1
3. Distracted
by Data
ISSUES
• CEB study found that majority of
marketers lacked statistical aptitude
• Consequences will be reflected in
marketing strategy

9. Insight #1
3. Distracted
by Data
ISSUES
• Over-responsiveness to data again
leads to underperformance
• Temptation to adjust and react
frequently to new data results in
unsustainable policies
• Statistical aptitude to use data
effectively is as important as data-
savviness

10. appetite for data
Insight #2
A strong
is one of the
in new marketers
appetite for data
most sought after
QUALITIES
D
A
T
A
D
E
C
I
S
I
O
N

11. appetite for data
Insight #2
QUALITIES
Focus on
Goals
Filter out
Noise
1.Comfort with ambiguity
2.Ability to ask strategic questions
3.Narrow focus on higher order goals

12. appetite for data
Managerial Relevance
Why?
present era…
BIG DATA

13. appetite for data
Managerial Relevance
Why?
• Data driven decision making very
crucial to take advantage in the market
• Marketing strategy is tethered to
customer behaviour
• Data analysis important to update the
manager about behavioural trends
• Constantly test validity of present
systems
• Better forecasting Better planning
of present resources

14. appetite for data
Managerial Relevance
Why?
• Insight #1: Analyse the readiness of
Marketers, ask yourself-
 How many of our decisions are
influenced by intuition?
 How well are we conversant with
statistical concepts and tools?
 Are we optimally using the data, or
are we over-dependent?

15. appetite for data
Managerial Relevance
Why?
• Insight #2: Train yourself to realize
the qualities, here are your cards-
Ask strategic
questions

16. appetite for data
Managerial Relevance
How?
Make sure to-
Have a well guided team environment

17. appetite for data
Managerial Relevance
How?
Make sure to-
Constantly reiterate critical goals

18. appetite for data
Managerial Relevance
How?
Make sure to-
Sensitize to data analysis mistakes

19. appetite for data
Marketers & Big Data
…in
conclusion
1.Brace yourself for the Big Data era
2.Appreciate the importance of
inculcating analytical aptitude
3.Analyse your readiness
4.Tune up required qualities
5.Cultivate condition for
encouraging acumen for big data
in your organization

20. Thank you.