Marketers rely too heavily on intuition and experience for decisions, using data for only 11% on average. In today's volatile business environment, past experiences and intuitions are unreliable. Marketers struggle with basic statistics as well, with 44% getting 4 or more questions wrong on a basic to intermediate statistical aptitude test. However, cultivating qualities like comfort with ambiguity, a focus on higher-order goals, and the ability to ask strategic questions based on data through a well-guided team environment can help marketers better incorporate data into their decision making.

1. Week4, Day1
DATA ROMANCE TO
MARKETING

2. ( )MARKETING
- DATA ( )
=

3. 'DATA SCIENCE' IS HOT
TOOL TO SURVIVE AND
THRIVE FOR THE
MARKETING.
...but NEWS is

4. In the digital era, most
managers yet rely on
intuition and experiences

5. survey of 1000 Fortune
companies
reveals on average,
marketers depend
on data for
just 11%
of all decisions.

7. In today’s volatile
business
environment, judgment
built on past experience
and intuitions are
increasingly
unreliable

8. A BETTER CHOICE
WOULD BE

9. USE DATA
in decision making
process

10. T e s t a l s o s h o w s
m a r k e t e r s s t r u g g l e s
w i t h b a s i c s t a t i s t i c s

11. 44%
GOT FOUR
OR MORE
QUESTIONS
WRONG
5
QUESTIONS
FROM
BAISCSTO
INTERMEDIATE
LEVEL
WHEN MARKETERS’
STATISTICAL APTITUDE
TESTED WITH

12. SOLUTION
?

14. COMFORTWITHAMBIGUITY,
ANDNARROWFOCUSONHIGHER-ORDER
GOALS
ABILITYTOASKSTRATEGICQUESTIONS
BASED ONDATA
KEYQUALITIES MANAGERSMUST
HAVE

15. T H E B A D N E W S F O R
M A R K E T I N G L E A D E R S I S T H A T
S U C H A B I L I T I E S A R E R A R E
( O N L Y A B O U T 1 0 % O F
M A R K E T E R S E X C E L
H E R E )
B A D N E W S

16. G O O D N E W S
I S T H A T A W E L L -
G U I D E D T E A M
E N V I R O N M E N T I S
H E L P T O
C U L T I V A T E
T H E S E
Q U A L I T I E S

17. ( )MARKETING
+ DATA ( )
=