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Marketers
Big Data
Marketers
Big Data
[Based on ‘Marketers Flunk the Big Data Test’ by Patrick Spenner and Anna Bird]
Insight #1
BIG
DATA
Vast majority of
Marketers rely
TOO MUCH
on intuition
[CEB study of 800
marketers in Europe]
Insight #1
1. Risky gut
feeling
ISSUES
Insight #1
1. Risky gut
feeling
ISSUES
• Justification:- previous experience or
intuition about customers
• BUT
 Increasingly volatile business
environment makes experience
unreliable
 Extensive choice for customers
implies once-valid assumptions
about customer behaviour become
outdated
NOT LOOKING IN
THE RIGHT
DIRECTION
Insight #1
2. Struggle with
statistics
ISSUES
NOT LOOKING IN
THE RIGHT
DIRECTION
Insight #1
2. Struggle with
statistics
ISSUES
• CEB study found that majority of
marketers lacked statistical aptitude
• Consequences will be reflected in
marketing strategy
Insight #1
3. Distracted
by Data
ISSUES
• CEB study found that majority of
marketers lacked statistical aptitude
• Consequences will be reflected in
marketing strategy
Insight #1
3. Distracted
by Data
ISSUES
• Over-responsiveness to data again
leads to underperformance
• Temptation to adjust and react
frequently to new data results in
unsustainable policies
• Statistical aptitude to use data
effectively is as important as data-
savviness
appetite for data
Insight #2
A strong
is one of the
in new marketers
appetite for data
most sought after
QUALITIES
D
A
T
A
D
E
C
I
S
I
O
N
appetite for data
Insight #2
QUALITIES
Focus on
Goals
Filter out
Noise
1.Comfort with ambiguity
2.Ability to ask strategic questions
3.Narrow focus on higher order goals
appetite for data
Managerial Relevance
Why?
present era…
BIG DATA
appetite for data
Managerial Relevance
Why?
• Data driven decision making very
crucial to take advantage in the market
• Marketing strategy is tethered to
customer behaviour
• Data analysis important to update the
manager about behavioural trends
• Constantly test validity of present
systems
• Better forecasting Better planning
of present resources
appetite for data
Managerial Relevance
Why?
• Insight #1: Analyse the readiness of
Marketers, ask yourself-
 How many of our decisions are
influenced by intuition?
 How well are we conversant with
statistical concepts and tools?
 Are we optimally using the data, or
are we over-dependent?
appetite for data
Managerial Relevance
Why?
• Insight #2: Train yourself to realize
the qualities, here are your cards-
Ask strategic
questions
appetite for data
Managerial Relevance
How?
Make sure to-
Have a well guided team environment
appetite for data
Managerial Relevance
How?
Make sure to-
Constantly reiterate critical goals
appetite for data
Managerial Relevance
How?
Make sure to-
Sensitize to data analysis mistakes
appetite for data
Marketers & Big Data
…in
conclusion
1.Brace yourself for the Big Data era
2.Appreciate the importance of
inculcating analytical aptitude
3.Analyse your readiness
4.Tune up required qualities
5.Cultivate condition for
encouraging acumen for big data
in your organization
Thank you.

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Marketers and Big Data

  • 2. Marketers Big Data [Based on ‘Marketers Flunk the Big Data Test’ by Patrick Spenner and Anna Bird]
  • 3. Insight #1 BIG DATA Vast majority of Marketers rely TOO MUCH on intuition [CEB study of 800 marketers in Europe]
  • 4. Insight #1 1. Risky gut feeling ISSUES
  • 5. Insight #1 1. Risky gut feeling ISSUES • Justification:- previous experience or intuition about customers • BUT  Increasingly volatile business environment makes experience unreliable  Extensive choice for customers implies once-valid assumptions about customer behaviour become outdated
  • 6. NOT LOOKING IN THE RIGHT DIRECTION Insight #1 2. Struggle with statistics ISSUES NOT LOOKING IN THE RIGHT DIRECTION
  • 7. Insight #1 2. Struggle with statistics ISSUES • CEB study found that majority of marketers lacked statistical aptitude • Consequences will be reflected in marketing strategy
  • 8. Insight #1 3. Distracted by Data ISSUES • CEB study found that majority of marketers lacked statistical aptitude • Consequences will be reflected in marketing strategy
  • 9. Insight #1 3. Distracted by Data ISSUES • Over-responsiveness to data again leads to underperformance • Temptation to adjust and react frequently to new data results in unsustainable policies • Statistical aptitude to use data effectively is as important as data- savviness
  • 10. appetite for data Insight #2 A strong is one of the in new marketers appetite for data most sought after QUALITIES D A T A D E C I S I O N
  • 11. appetite for data Insight #2 QUALITIES Focus on Goals Filter out Noise 1.Comfort with ambiguity 2.Ability to ask strategic questions 3.Narrow focus on higher order goals
  • 12. appetite for data Managerial Relevance Why? present era… BIG DATA
  • 13. appetite for data Managerial Relevance Why? • Data driven decision making very crucial to take advantage in the market • Marketing strategy is tethered to customer behaviour • Data analysis important to update the manager about behavioural trends • Constantly test validity of present systems • Better forecasting Better planning of present resources
  • 14. appetite for data Managerial Relevance Why? • Insight #1: Analyse the readiness of Marketers, ask yourself-  How many of our decisions are influenced by intuition?  How well are we conversant with statistical concepts and tools?  Are we optimally using the data, or are we over-dependent?
  • 15. appetite for data Managerial Relevance Why? • Insight #2: Train yourself to realize the qualities, here are your cards- Ask strategic questions
  • 16. appetite for data Managerial Relevance How? Make sure to- Have a well guided team environment
  • 17. appetite for data Managerial Relevance How? Make sure to- Constantly reiterate critical goals
  • 18. appetite for data Managerial Relevance How? Make sure to- Sensitize to data analysis mistakes
  • 19. appetite for data Marketers & Big Data …in conclusion 1.Brace yourself for the Big Data era 2.Appreciate the importance of inculcating analytical aptitude 3.Analyse your readiness 4.Tune up required qualities 5.Cultivate condition for encouraging acumen for big data in your organization