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DATA
by Patrick Spenner and Anna Bird
INSIGHTS FROM ARTICLE
Statistical aptitude or judgement
to use data effectively
DECISIONS TAKEN ONLY ON BASIS OF
PAST EXPERIENCEAND INTUITION
a) Comfort with ambiguity
b) abilityto ask strategic questions based
on data
c) narrow focus on higher-order
goals
big data is growing and thus so is the
importance of this filtering ability that
allows the managers to apply only the
insights or data points that truly matter
needto sensitize marketers to commondata
interpretation mistakes enabling even the most
distractible data lovers to overachieve.
DATAMINDEDMANAGERSWILLALWAYS
BEAHEADINTHEGAME
Marketers flunk big data

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Marketers flunk big data