The document discusses how marketers can effectively use big data. It notes that while many marketers feel they need big data, most rely too heavily on intuition and past experience rather than data in their decision making. It also warns that some marketers overuse data and chase changes without the statistical skills to properly interpret it. Effective use of data requires the ability to ask strategic questions, focus on higher goals, and filter out irrelevant noise. Marketers must use data as a tool to achieve goals rather than letting data dictate the goals.

1. Big Data and
Marketing

2. Everyone is running towards Big Data for
Help.
Marketers feel the need to do the same !

3. But how many are using
data in their decisions ?
More importantly, are they
using data in a right way ?

4. Most rely too much on intuition.
Priority-wise information, most marketers look upon to make a
decision :
1. Past Experience
2. Intuition
3. Conversations with managers and colleagues.
4. Expert advice
5. Customer interactions
6. Data

5. Majority of marketers struggle with
statistics !
Most of the marketers does not have the required statistical
aptitude to use data effectively.

6. Data can be dangerous !!
While majority of marketers underuse it, few use it way too much.
They consult dashboards daily and base their decisions on it.
The problem is they don’t have the statistical aptitude or judgment
required to use it effectively.
They follow changes in data so much rigorously that the lose sight of
the end-goals.

7. Then, what to do ??

8. Qualities that are needed for
effective Marketing using Data :
1. Comfort with ambiguity
2. Ability to ask strategic questions based on data
3. Narrow focus on higher-order goals.

9. Marketers are getting access to too much of data and in such
scenarios ability to filter out noise and apply only the insights or data
points that truly matter for long-term success is required.
But this ability is
too rare and hard
to teach.

10. In today’s volatile business environment with consumer
behaviour in flux, marketers cannot rely only on experience.
They need data to make the most informed decision.
Using data badly or overusing it can lead to the devastating
resulting, even worse than those decisions which taken into
action without having data. Using data in a right way is more
important than using it.
Insights

11. Insight
Data is Useful in Marketing!!
Judgement build from past experience is unreliable, since
consumer behaviour keeps on changing.
Data provides confident to the execution.
Cannot rely on one-set of consumer interaction for all
consumers’ needs.

12. Insight
Marketers should know how to use data
effectively !!
Need to sort the relevant data and filter out the noise.
Ask the relevant strategic questions over data.
Data tells a lot of stories. Figure out the one that is
important.
Don’t deviate from the higher-end goals because of data.
Data is a tool you are using to achieve the specified goals. It
should not specify your goals.

13. Managerial Relevance
● Managers need to ensure the availability of data for the
Marketing tasks.
● Need to know the qualities that makes a marketer, a good one.
○ Comfort with ambiguity and data.
○ Focus on high-end goals
● Chasing noise is not going to help and hence put the stop to it.

14. Managerial Relevance
● Provide the environment that keep marketers away from
chasing irrelevant data.
○ well-guided team environment
○ reiterate critical business goals constantly
● Teach marketers to put data front and center in their decision
making.
● Teaching marketers common analytical skills.

15. Thank You !