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

3. Marketing is feeling
the pressure to
embrace new data-
driven customer
intelligence
capabilities

4. MARKETING
AND
BIG DATA

6. On average, marketers
depend on data for just
11% of all customer-
related decisions

7. A
majority
struggle
with
statistics

9. Lack
judgement
&
Statistical
aptitude

10. The best
focus
on
Goals
and
filter out
noise

11. Managerial
Relevance

12. A manager should
be able to use the
right data