Marketers often rely on gut feelings rather than data in decision making. While experience can be useful, assumptions based on past experiences become outdated quickly in today's volatile environment. Many managers struggle with statistics and data analysis. Some are dangerously distracted by data, constantly changing directions in response to every blip in metrics without focusing on overall goals. The solution is for managers to drive effective data use by keeping business goals at the forefront and teaching marketers to use data centrally in decisions while guarding against common mistakes in data interpretation.