Marketers rely too heavily on intuition and past experience rather than data when making decisions, despite data being the most efficient form of information. Only 5% of marketers have statistical knowledge and feel comfortable using data. Some marketers get distracted by minor data fluctuations and make too many adjustments, decreasing efficiency. It is rare and difficult to teach marketers how to filter out noise from data and focus on higher-level goals. Solutions include making marketers more comfortable with uncertainty, promoting the ability to ask strategic questions based on data, and having experienced marketers train and teach others.

1. MARKETERS & DATA…

2. •Data is information that has been
translated into a form that
is efficient for
movement
or
processing

3. HARSH REALITY..
DESPITE ALL THE
ADVANTAGES
MARKETERS STILL
RELY TOO MUCH
ON INTUITION OR
USE IT UNREALIBLY

4. WHY??

5. Marketers rely TOO much
on past experience and
intuition leading to a
unreliable base in a volatile
environment

6. STATISTICAL KNOWLEDGE
Mere handful marketers i.e. 5% own a statistical
textbook and are comfortable with it

7. DISTRACTED….
Some marketers
get distracted
with data…

8. •Marketers keep making
adjustments to
incorporate minor
fluctuations in
data leading
to decrease in
efficiency and
magnify the problem

9. Ability to filter
out noise is
extremely rare
and hard to
teach

10. Solutions!!

11. Make
marketers
comfortable
with
uncertainty

12. Promotion of ability to ask strategic
questions based on data

13. Promotion
of narrow
focus on
higher-
order
goals..

14. Encouraging veterans to train
bugging marketers and
teach them about
do’s and don’ts
of the business.