In this presentation, I share my insights and managerial relevance of those insights derived from the article - "Marketers Flunk the Big Data Test" by Patrick Spenner and Anna Bird.

1. MARKETERS FLUNK THE BIG DATA TEST
- Insights by Kunal Bhattacharya

2. Insight - 1:
So much of
data – but
are the
marketers
really using
it?

3. Well, mostly...

4. Well, mostly...

5. On an average, only 11% decisions are
taken based on data.
Marketers place
-Their intuition,
- Their Past
Experiences,
- Their one-off
customer interactions...
...ahead of data.

6. Insight -2:
Three key
qualities of top
performing
marketers:

7. 1. Ability to deal with
ambiguity

8. 2. Ability to
ask strategic
questions
based on
data

9. 3. Narrow focus on higher order goals

10. Guess which one’s the manager here?

11. Yeah, that’s the manager right at the start!
It’s his vision and direction that will help
the marketing team succeed.

12. So how
are these
insights
relevant
to a
manager
in India?

13. 1. Identify
weaknesses
within one’s
own
marketing
team and
conduct
trainings to
enhance
data
utilization.

14. 2. Reiterate
the
organisational
priorities to
the marketers
– that’s the
ultimate goal!

15. 3. Warn the
marketers
against
common data
interpretation
mistakes.

16. Finally...and most importantly
Managers have to become
data literates themselves!

17. Because...

18. That’s
what a
data
illiterate
manager
looks like..

19. Image Credits:
• University of Central Oklahoma - College of
Business website
• Google Images
• www.techtarget.com
• www.galvintech.com
• www.trinityp3.com
• www.marketingland.com
• www.callminer.com

20. Thank You!