Most marketers rely too little on data and too much on gut feelings and past experiences when making customer-related decisions. A majority of marketers struggle with basic statistics. While underuse of data is a problem, some marketers are dangerously distracted by data and change directions too often without focusing on higher-order goals. To be effective, managers must be comfortable with ambiguity, ask strategic questions based on data, and keep a narrow focus on goals. Embracing data insights allows marketers to qualify subjectivity and be seen as in tune with customers and organizational needs.

4. 1.) Most rely too much
on guts and Past
Experiences.
On average, marketers
depend on data for just
11 percent of all
customer-related
decisions.

5. 2.) A majority struggle with
Statistics.
When Spenner and Bird tested
marketers' statistical aptitude
with five questions ranging from
basic to intermediate,
"almost half (44%) got four or
more questions wrong and a
mere 6% got all five right."

6. 3.) Some are dangerously distracted by
data
"While most marketers underuse data, a
small fraction (11% in this study) just can't
get enough," The problem is, they don't
have the statistical aptitude or judgment
required to use data effectively. Every
time they see a blip on the dashboard,
they adjust -- and end up changing
direction so often that they lose sight of
end goals.

8. Key Qualities Managers
Must Have.
1.) Comfort with Ambiguity
2.) ability to ask strategic
questions based on data.
3.) narrow focus on higher-order
goals.

9. • To fully harness creativity in today's marketing
environment requires the use of objective data
points to qualify any subjectivity.
• Marketers that embrace data and/or data insights
will be seen as leading customer advocates and
'in tune' with organisational needs.