SlideShare a Scribd company logo
MARKETERS FLUNK THE BIG DATA TEST
BY PATRICK SPENNER AND ANNA BIRD
 INSIGHT 1
BIG-DATA EXPLOSION IS DRIVING A SHIFT AWAY FROM GUT-
BASED DECISION MAKING OR IS IT?
 There are many
who don’t
use data at all
and the
few who use it do
it badly.
MISTAKES OFTEN DONE BY DECISION MAKERS.
GUT FEELING
 For marketers Data is last on their list.
 Information came just by past experiences.
Butin today’s volatile business environment, judgment built
from past experience is increasingly unreliable. With consumer
behaviors in flux, once-valid assumptions can quickly become
outdated.
STATISTICS?
 Almost half population (44%)
of managers struggle with it.
 Only 5% managers maintain
their stats book.
SOME ARE DANGEROUSLY DISTRACTED BY DATA
 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.
 THESE PEOPLE CAN WREAK HAVOC BY CREATING
ENDLESS FIRE DRILLS AND PREVENTING ANYONE FROM
STICKING WITH PROJECTS LONG ENOUGH TO ACHIEVE
THE BEST RESULTS.
 INSIGHT 2
So what’s the solution?
THE BEST IS TO FOCUS ON GOALS AND FILTER
OUT NOISE
KEY QUALITIES OF “FOCUSERS”
 Comfort with ambiguity.
 Ability to ask strategic
questions based on
data.
 Narrow focus on higher-
order goals.
MANAGERIAL RELEVANCE
Managers should drive
effective data use, the best
marketing leaders reiterate
critical business goals
constantly (to keep them
front-of-mind despite
distractions)
MANAGERS SHOULD TEACH MARKETERS TO PUT DATA FRONT
AND CENTER IN THEIR DECISION MAKING.
Managers should Sensitize
marketers to common data
interpretation mistakes.
This enables even the
most distractible data
lovers to overachieve.
THANK YOU
-RAHUL CHAWLA

More Related Content

Similar to Marketers flunk the big data test

Marketers and Big Data
Marketers and Big DataMarketers and Big Data
Marketers and Big Data
Tanya Gupta
 
Marketers Flunk the Big Data Test
Marketers Flunk the Big Data TestMarketers Flunk the Big Data Test
Marketers Flunk the Big Data Test
Kriti Verma
 
BIG DATA PROBLEM
BIG DATA PROBLEMBIG DATA PROBLEM
BIG DATA PROBLEM
Sushant Kumar
 
Big Data Test
Big Data TestBig Data Test
Big Data Test
VishalAgarwal217
 
Marketers flunk big data test
Marketers flunk big data testMarketers flunk big data test
Marketers flunk big data test
Aayushi Shanker
 
Marketers flunk the big data test
Marketers flunk the big data testMarketers flunk the big data test
Marketers flunk the big data test
saurabh sethia
 
Marketers flunk the big data
Marketers flunk the big dataMarketers flunk the big data
Marketers flunk the big data
PRAKASH RAJ
 
Presentation1
Presentation1Presentation1
Presentation1
Akriti Gupta
 
DSA Presentation 1
DSA Presentation 1DSA Presentation 1
DSA Presentation 1
Akankshi Mody
 
Marketers flunk the big data test
Marketers flunk the big data testMarketers flunk the big data test
Marketers flunk the big data test
Sanjay hansdak
 
Big data versus Marketers
Big data versus MarketersBig data versus Marketers
Big data versus Marketers
Taruna Sudhakar
 
Marketers flunk the big data test
Marketers flunk the big data testMarketers flunk the big data test
Marketers flunk the big data test
Harshit Maheshwari
 
Marketers flunk the big data test1
Marketers flunk the big data test1Marketers flunk the big data test1
Marketers flunk the big data test1
Ayush Bose
 
Presentation1
Presentation1Presentation1
Presentation1
ADITYA SHEKHAR
 
Ppt analytics
Ppt analyticsPpt analytics
Ppt analytics
Vemparala Bharadwaja
 
Analysis of hbr article marketers flunk the big data test
Analysis of hbr article marketers flunk the big data testAnalysis of hbr article marketers flunk the big data test
Analysis of hbr article marketers flunk the big data test
Shikhar Gupta
 
Marketers flunk the big data test
Marketers flunk the big data testMarketers flunk the big data test
Marketers flunk the big data test
Shashi Bala Gupta
 
Marketers flunk the big data test
Marketers flunk the big data testMarketers flunk the big data test
Marketers flunk the big data test
ApratimRajShandilya
 
Marketers flunk the big data test
Marketers flunk the big data testMarketers flunk the big data test
Marketers flunk the big data test
Surabhi Srivastava
 
How marketers flunk the big data test
How marketers flunk the big data testHow marketers flunk the big data test
How marketers flunk the big data test
krushali98
 

Similar to Marketers flunk the big data test (20)

Marketers and Big Data
Marketers and Big DataMarketers and Big Data
Marketers and Big Data
 
Marketers Flunk the Big Data Test
Marketers Flunk the Big Data TestMarketers Flunk the Big Data Test
Marketers Flunk the Big Data Test
 
BIG DATA PROBLEM
BIG DATA PROBLEMBIG DATA PROBLEM
BIG DATA PROBLEM
 
Big Data Test
Big Data TestBig Data Test
Big Data Test
 
Marketers flunk big data test
Marketers flunk big data testMarketers flunk big data test
Marketers flunk big data test
 
Marketers flunk the big data test
Marketers flunk the big data testMarketers flunk the big data test
Marketers flunk the big data test
 
Marketers flunk the big data
Marketers flunk the big dataMarketers flunk the big data
Marketers flunk the big data
 
Presentation1
Presentation1Presentation1
Presentation1
 
DSA Presentation 1
DSA Presentation 1DSA Presentation 1
DSA Presentation 1
 
Marketers flunk the big data test
Marketers flunk the big data testMarketers flunk the big data test
Marketers flunk the big data test
 
Big data versus Marketers
Big data versus MarketersBig data versus Marketers
Big data versus Marketers
 
Marketers flunk the big data test
Marketers flunk the big data testMarketers flunk the big data test
Marketers flunk the big data test
 
Marketers flunk the big data test1
Marketers flunk the big data test1Marketers flunk the big data test1
Marketers flunk the big data test1
 
Presentation1
Presentation1Presentation1
Presentation1
 
Ppt analytics
Ppt analyticsPpt analytics
Ppt analytics
 
Analysis of hbr article marketers flunk the big data test
Analysis of hbr article marketers flunk the big data testAnalysis of hbr article marketers flunk the big data test
Analysis of hbr article marketers flunk the big data test
 
Marketers flunk the big data test
Marketers flunk the big data testMarketers flunk the big data test
Marketers flunk the big data test
 
Marketers flunk the big data test
Marketers flunk the big data testMarketers flunk the big data test
Marketers flunk the big data test
 
Marketers flunk the big data test
Marketers flunk the big data testMarketers flunk the big data test
Marketers flunk the big data test
 
How marketers flunk the big data test
How marketers flunk the big data testHow marketers flunk the big data test
How marketers flunk the big data test
 

Recently uploaded

一比一原版格里菲斯大学毕业证(Griffith毕业证书)学历如何办理
一比一原版格里菲斯大学毕业证(Griffith毕业证书)学历如何办理一比一原版格里菲斯大学毕业证(Griffith毕业证书)学历如何办理
一比一原版格里菲斯大学毕业证(Griffith毕业证书)学历如何办理
lzdvtmy8
 
DATA COMMS-NETWORKS YR2 lecture 08 NAT & CLOUD.docx
DATA COMMS-NETWORKS YR2 lecture 08 NAT & CLOUD.docxDATA COMMS-NETWORKS YR2 lecture 08 NAT & CLOUD.docx
DATA COMMS-NETWORKS YR2 lecture 08 NAT & CLOUD.docx
SaffaIbrahim1
 
一比一原版(harvard毕业证书)哈佛大学毕业证如何办理
一比一原版(harvard毕业证书)哈佛大学毕业证如何办理一比一原版(harvard毕业证书)哈佛大学毕业证如何办理
一比一原版(harvard毕业证书)哈佛大学毕业证如何办理
taqyea
 
Building a Quantum Computer Neutral Atom.pdf
Building a Quantum Computer Neutral Atom.pdfBuilding a Quantum Computer Neutral Atom.pdf
Building a Quantum Computer Neutral Atom.pdf
cjimenez2581
 
DSSML24_tspann_CodelessGenerativeAIPipelines
DSSML24_tspann_CodelessGenerativeAIPipelinesDSSML24_tspann_CodelessGenerativeAIPipelines
DSSML24_tspann_CodelessGenerativeAIPipelines
Timothy Spann
 
Cell The Unit of Life for NEET Multiple Choice Questions.docx
Cell The Unit of Life for NEET Multiple Choice Questions.docxCell The Unit of Life for NEET Multiple Choice Questions.docx
Cell The Unit of Life for NEET Multiple Choice Questions.docx
vasanthatpuram
 
一比一原版(UO毕业证)渥太华大学毕业证如何办理
一比一原版(UO毕业证)渥太华大学毕业证如何办理一比一原版(UO毕业证)渥太华大学毕业证如何办理
一比一原版(UO毕业证)渥太华大学毕业证如何办理
aqzctr7x
 
原版制作(unimelb毕业证书)墨尔本大学毕业证Offer一模一样
原版制作(unimelb毕业证书)墨尔本大学毕业证Offer一模一样原版制作(unimelb毕业证书)墨尔本大学毕业证Offer一模一样
原版制作(unimelb毕业证书)墨尔本大学毕业证Offer一模一样
ihavuls
 
Predictably Improve Your B2B Tech Company's Performance by Leveraging Data
Predictably Improve Your B2B Tech Company's Performance by Leveraging DataPredictably Improve Your B2B Tech Company's Performance by Leveraging Data
Predictably Improve Your B2B Tech Company's Performance by Leveraging Data
Kiwi Creative
 
Build applications with generative AI on Google Cloud
Build applications with generative AI on Google CloudBuild applications with generative AI on Google Cloud
Build applications with generative AI on Google Cloud
Márton Kodok
 
4th Modern Marketing Reckoner by MMA Global India & Group M: 60+ experts on W...
4th Modern Marketing Reckoner by MMA Global India & Group M: 60+ experts on W...4th Modern Marketing Reckoner by MMA Global India & Group M: 60+ experts on W...
4th Modern Marketing Reckoner by MMA Global India & Group M: 60+ experts on W...
Social Samosa
 
Jio cinema Retention & Engagement Strategy.pdf
Jio cinema Retention & Engagement Strategy.pdfJio cinema Retention & Engagement Strategy.pdf
Jio cinema Retention & Engagement Strategy.pdf
inaya7568
 
[VCOSA] Monthly Report - Cotton & Yarn Statistics March 2024
[VCOSA] Monthly Report - Cotton & Yarn Statistics March 2024[VCOSA] Monthly Report - Cotton & Yarn Statistics March 2024
[VCOSA] Monthly Report - Cotton & Yarn Statistics March 2024
Vietnam Cotton & Spinning Association
 
一比一原版(UO毕业证)渥太华大学毕业证如何办理
一比一原版(UO毕业证)渥太华大学毕业证如何办理一比一原版(UO毕业证)渥太华大学毕业证如何办理
一比一原版(UO毕业证)渥太华大学毕业证如何办理
bmucuha
 
原版一比一爱尔兰都柏林大学毕业证(UCD毕业证书)如何办理
原版一比一爱尔兰都柏林大学毕业证(UCD毕业证书)如何办理 原版一比一爱尔兰都柏林大学毕业证(UCD毕业证书)如何办理
原版一比一爱尔兰都柏林大学毕业证(UCD毕业证书)如何办理
tzu5xla
 
一比一原版兰加拉学院毕业证(Langara毕业证书)学历如何办理
一比一原版兰加拉学院毕业证(Langara毕业证书)学历如何办理一比一原版兰加拉学院毕业证(Langara毕业证书)学历如何办理
一比一原版兰加拉学院毕业证(Langara毕业证书)学历如何办理
hyfjgavov
 
How To Control IO Usage using Resource Manager
How To Control IO Usage using Resource ManagerHow To Control IO Usage using Resource Manager
How To Control IO Usage using Resource Manager
Alireza Kamrani
 
一比一原版(曼大毕业证书)曼尼托巴大学毕业证如何办理
一比一原版(曼大毕业证书)曼尼托巴大学毕业证如何办理一比一原版(曼大毕业证书)曼尼托巴大学毕业证如何办理
一比一原版(曼大毕业证书)曼尼托巴大学毕业证如何办理
ytypuem
 
writing report business partner b1+ .pdf
writing report business partner b1+ .pdfwriting report business partner b1+ .pdf
writing report business partner b1+ .pdf
VyNguyen709676
 
一比一原版(Sheffield毕业证书)谢菲尔德大学毕业证如何办理
一比一原版(Sheffield毕业证书)谢菲尔德大学毕业证如何办理一比一原版(Sheffield毕业证书)谢菲尔德大学毕业证如何办理
一比一原版(Sheffield毕业证书)谢菲尔德大学毕业证如何办理
1tyxnjpia
 

Recently uploaded (20)

一比一原版格里菲斯大学毕业证(Griffith毕业证书)学历如何办理
一比一原版格里菲斯大学毕业证(Griffith毕业证书)学历如何办理一比一原版格里菲斯大学毕业证(Griffith毕业证书)学历如何办理
一比一原版格里菲斯大学毕业证(Griffith毕业证书)学历如何办理
 
DATA COMMS-NETWORKS YR2 lecture 08 NAT & CLOUD.docx
DATA COMMS-NETWORKS YR2 lecture 08 NAT & CLOUD.docxDATA COMMS-NETWORKS YR2 lecture 08 NAT & CLOUD.docx
DATA COMMS-NETWORKS YR2 lecture 08 NAT & CLOUD.docx
 
一比一原版(harvard毕业证书)哈佛大学毕业证如何办理
一比一原版(harvard毕业证书)哈佛大学毕业证如何办理一比一原版(harvard毕业证书)哈佛大学毕业证如何办理
一比一原版(harvard毕业证书)哈佛大学毕业证如何办理
 
Building a Quantum Computer Neutral Atom.pdf
Building a Quantum Computer Neutral Atom.pdfBuilding a Quantum Computer Neutral Atom.pdf
Building a Quantum Computer Neutral Atom.pdf
 
DSSML24_tspann_CodelessGenerativeAIPipelines
DSSML24_tspann_CodelessGenerativeAIPipelinesDSSML24_tspann_CodelessGenerativeAIPipelines
DSSML24_tspann_CodelessGenerativeAIPipelines
 
Cell The Unit of Life for NEET Multiple Choice Questions.docx
Cell The Unit of Life for NEET Multiple Choice Questions.docxCell The Unit of Life for NEET Multiple Choice Questions.docx
Cell The Unit of Life for NEET Multiple Choice Questions.docx
 
一比一原版(UO毕业证)渥太华大学毕业证如何办理
一比一原版(UO毕业证)渥太华大学毕业证如何办理一比一原版(UO毕业证)渥太华大学毕业证如何办理
一比一原版(UO毕业证)渥太华大学毕业证如何办理
 
原版制作(unimelb毕业证书)墨尔本大学毕业证Offer一模一样
原版制作(unimelb毕业证书)墨尔本大学毕业证Offer一模一样原版制作(unimelb毕业证书)墨尔本大学毕业证Offer一模一样
原版制作(unimelb毕业证书)墨尔本大学毕业证Offer一模一样
 
Predictably Improve Your B2B Tech Company's Performance by Leveraging Data
Predictably Improve Your B2B Tech Company's Performance by Leveraging DataPredictably Improve Your B2B Tech Company's Performance by Leveraging Data
Predictably Improve Your B2B Tech Company's Performance by Leveraging Data
 
Build applications with generative AI on Google Cloud
Build applications with generative AI on Google CloudBuild applications with generative AI on Google Cloud
Build applications with generative AI on Google Cloud
 
4th Modern Marketing Reckoner by MMA Global India & Group M: 60+ experts on W...
4th Modern Marketing Reckoner by MMA Global India & Group M: 60+ experts on W...4th Modern Marketing Reckoner by MMA Global India & Group M: 60+ experts on W...
4th Modern Marketing Reckoner by MMA Global India & Group M: 60+ experts on W...
 
Jio cinema Retention & Engagement Strategy.pdf
Jio cinema Retention & Engagement Strategy.pdfJio cinema Retention & Engagement Strategy.pdf
Jio cinema Retention & Engagement Strategy.pdf
 
[VCOSA] Monthly Report - Cotton & Yarn Statistics March 2024
[VCOSA] Monthly Report - Cotton & Yarn Statistics March 2024[VCOSA] Monthly Report - Cotton & Yarn Statistics March 2024
[VCOSA] Monthly Report - Cotton & Yarn Statistics March 2024
 
一比一原版(UO毕业证)渥太华大学毕业证如何办理
一比一原版(UO毕业证)渥太华大学毕业证如何办理一比一原版(UO毕业证)渥太华大学毕业证如何办理
一比一原版(UO毕业证)渥太华大学毕业证如何办理
 
原版一比一爱尔兰都柏林大学毕业证(UCD毕业证书)如何办理
原版一比一爱尔兰都柏林大学毕业证(UCD毕业证书)如何办理 原版一比一爱尔兰都柏林大学毕业证(UCD毕业证书)如何办理
原版一比一爱尔兰都柏林大学毕业证(UCD毕业证书)如何办理
 
一比一原版兰加拉学院毕业证(Langara毕业证书)学历如何办理
一比一原版兰加拉学院毕业证(Langara毕业证书)学历如何办理一比一原版兰加拉学院毕业证(Langara毕业证书)学历如何办理
一比一原版兰加拉学院毕业证(Langara毕业证书)学历如何办理
 
How To Control IO Usage using Resource Manager
How To Control IO Usage using Resource ManagerHow To Control IO Usage using Resource Manager
How To Control IO Usage using Resource Manager
 
一比一原版(曼大毕业证书)曼尼托巴大学毕业证如何办理
一比一原版(曼大毕业证书)曼尼托巴大学毕业证如何办理一比一原版(曼大毕业证书)曼尼托巴大学毕业证如何办理
一比一原版(曼大毕业证书)曼尼托巴大学毕业证如何办理
 
writing report business partner b1+ .pdf
writing report business partner b1+ .pdfwriting report business partner b1+ .pdf
writing report business partner b1+ .pdf
 
一比一原版(Sheffield毕业证书)谢菲尔德大学毕业证如何办理
一比一原版(Sheffield毕业证书)谢菲尔德大学毕业证如何办理一比一原版(Sheffield毕业证书)谢菲尔德大学毕业证如何办理
一比一原版(Sheffield毕业证书)谢菲尔德大学毕业证如何办理
 

Marketers flunk the big data test

  • 1. MARKETERS FLUNK THE BIG DATA TEST BY PATRICK SPENNER AND ANNA BIRD
  • 3. BIG-DATA EXPLOSION IS DRIVING A SHIFT AWAY FROM GUT- BASED DECISION MAKING OR IS IT?  There are many who don’t use data at all and the few who use it do it badly.
  • 4. MISTAKES OFTEN DONE BY DECISION MAKERS.
  • 5. GUT FEELING  For marketers Data is last on their list.  Information came just by past experiences. Butin today’s volatile business environment, judgment built from past experience is increasingly unreliable. With consumer behaviors in flux, once-valid assumptions can quickly become outdated.
  • 6. STATISTICS?  Almost half population (44%) of managers struggle with it.  Only 5% managers maintain their stats book.
  • 7. SOME ARE DANGEROUSLY DISTRACTED BY DATA  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.  THESE PEOPLE CAN WREAK HAVOC BY CREATING ENDLESS FIRE DRILLS AND PREVENTING ANYONE FROM STICKING WITH PROJECTS LONG ENOUGH TO ACHIEVE THE BEST RESULTS.
  • 9. So what’s the solution?
  • 10. THE BEST IS TO FOCUS ON GOALS AND FILTER OUT NOISE
  • 11. KEY QUALITIES OF “FOCUSERS”  Comfort with ambiguity.  Ability to ask strategic questions based on data.  Narrow focus on higher- order goals.
  • 13. Managers should drive effective data use, the best marketing leaders reiterate critical business goals constantly (to keep them front-of-mind despite distractions)
  • 14. MANAGERS SHOULD TEACH MARKETERS TO PUT DATA FRONT AND CENTER IN THEIR DECISION MAKING.
  • 15. Managers should Sensitize marketers to common data interpretation mistakes. This enables even the most distractible data lovers to overachieve.