Marketers struggle to effectively analyze and apply big data. While big data can be used for customer optimization, engagement, and retention, most organizations rely too heavily on intuition over data-driven insights. Additionally, many marketers struggle with statistics and can become distracted by excessive data without applying critical thinking. To improve, marketers should focus on goals and filter irrelevant data, ask strategic questions, and maintain a narrow focus on higher-level objectives rather than getting lost in data details.