This article analyzes why some marketing managers do a poor job at analyzing data to gain insights, and how the situation can be improved.

2. 1. Their decisions aren’t exactly based on
insightful understanding of the data at hand.
2. Their decisions are governed mostly
by intuition and previous experiences.

3. • Observations and experiences from yesterday
are already obsolete.
• Gut feeling is not a compass that points north.
You can’t use it to aid your decisions.
• One needs to use data to cultivate the habit of
evidence based decision making.
What they don’t realize!!

4. Some just don’t get the statistics
While some marketers don’t know how to statistically
analyze the data in order to aid decision making,
some others don’t feel the need to use it. Either way,
both lead to poor decisions and subpar results.

6. They can’t get enough of the data: They love data
and all forms of feedback but they don’t have the
statistical aptitude or judgment required to use
data effectively.
Chase perfection, forego excellence attitude: Every
time they see a variation or an anamoly, they adjust
and end up changing direction so often that they
lose sight of end goals.

8. The filter and bifurcate strategy
The important step here is to filter out relevant data
and act only upon that. In order to know that one
needs to :
 Make peace with ambiguity
 Strategically question the problem at hand
 Focus on end goals
Critically thinking about business goals teach
marketers to put data in center of decision making.
This leads to improved marketing and lesser data
interpretation mistakes.