The document discusses issues that marketers face in effectively utilizing big data. It finds that the vast majority of marketers rely too heavily on intuition rather than data-driven insights. Marketers often struggle with statistics and can become distracted by data, reacting frequently to new information without focus on higher-level goals. While an appetite for data is a highly sought quality in new marketers, the key is having the ability to ask strategic questions, focus on goals, and filter out noise. For managers, it is important to assess readiness to use data, inculcate analytical aptitude, and cultivate an environment encouraging skills for leveraging big data.