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

1. Analysis of "Marketers Flunk
the Big Data Test"
By Patrick Spenner and Anna Bird

2. INTRODUCTION
“The big-data explosion is
driving a shift away from gut-
based decision making.”

3. How much do you think can happen in a
minute?

4. $ 400 M sales on Alibaba
439, 000 page views on Wikipedia
194, 000 apps downloaded
31, 700 hours of music played on
Pandora, etc.

5. 1st INSIGHT
Marketing in particular is feeling the
pressure to embrace new data
driven customer intelligence
capabilities.

6. Marketers depends on data just for
11 % of customers
More than half of the information
comes from previous experience

7. Today’s Business environment
depends on judgements based on
past experience is increasing
unreliable.
Just 5% of marketers own a
textbook.

8. The bad news for marketing leaders
is that ability to filter out noise is rare
and hard to teach.
The good news is that a well-guided
team environment can protect noise
chaser from themself by providing
blinkers.

9. 2nd INSIGHT
Some are dangerously distracted by
data.

10. The problem is marketers doesn’t
have statistical aptitude or
judgement required to use data
efficiently.

11. In management position, these
people can wreak havoc by creating
endless fire drill and prevent
anyone from sticking with project
long enough to achieve best result.

12. A manager should look for these 3
traits in a marketer.

13. First
Comfort with Ambiguity.

14. Second
Ability to ask strategic question
based on data.

15. Third
Narrow Focus on higher-order
goals.