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

1. HOW MARKETERS
FLUNK THE BIG
DATA TEST~
Patrick Spenner and Anna Bird

4. TOO
MUCH
GUT?

5. A recent CEB study of nearly 800
marketers at Fortune 1000 companies
found the vast majority of marketers
still rely too much on intuition — while
the few who do use data aggressively
for the most part do it badly.

7. MAJOR STRUGGLE WITH
STATISTICS

9. ARE YOU
DISTRACTED
BY ALL THIS
DATA?

10. Some marketers
just can’t get
enough of the
data. Most of their
decisions are
based on data.

11. They love data and all
forms of feedback
including data on
marketing effectiveness,
input from managers or
peers

12. These types of marketers
are actually severe
underperformers
They end up changing
direction so often that
they lose sight of end
goals.

13. The best 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. RECAP
• Following their gut
• Major struggle with statistics
• Too distracted with so much data
• Connectors
• Low performance of connectors
• The best focus on goals
and filter out noise

16. THANK YOU