Marketers flunk big data test. The importance of understanding data and integrating big data to it.

2. Why Big data Analytics
• Raw data is
useless.
• Big data helps
to make sense
of the raw data.
• Big data provides tools for processing data.

4. Applications of Big Data

6. • Survey of 1000
fortune companies
reveal on average
marketers depend
on data for just 11
of all decisions.

7. WHY IS THIS
HAPPENING

8. Most of the marketers still
depend on their intuition or
past experience about the
market

9. Is trusting your intuition really
that bad for marketing
In today’s volatile business
environment, judgment built
from past experience is
increasingly unreliable. With
consumer behaviors in flux
once valid assumptions can
quickly become outdated.

10. Struggle with statistics

11. Distracted by data
• The problem with data is that it can
sometime be too large.
• Some marketers get confused on
what part of the huge data to use.
• Some marketers blindly follow the
data.

12. • These kind of
marketers are called
connectors.
• These are severe
underperformers.
• They often end up
changing direction
and lose sight of
end goals

13. Its best to focus
on goals and
filter out noise.

14. Three main qualities:
• Comfort with ambiguity.
• Ability to ask strategic
questions based on data.
• Narrow focus on higher order
goals.

15. BAD NEWS
• Marketers with such
abilities and who know to
use data well are rare.
GOOD NEWS
• well guided team environment can
protect noise chasers from themselves.

16. Relevance to managers in India
• Big data can be used to boost business
if the data can be properly
understood.
• If marketers don’t blindly use data
,they can help in driving the business
forward. Hence its important to find
such talent.
• A well guided team environment with
understanding of data can filter out
misdirection for company.

17. Thank you