The document discusses how most marketers still rely too heavily on intuition rather than data-driven decision making. A study found that while some marketers are starting to use big data aggressively, most do not use it effectively. The best performing marketers have a narrow focus on higher-order goals, can ask strategic questions based on data, and are comfortable with ambiguity. However, the ability to filter out distracting noise from data is rare. The document recommends that managers reinforce business goals, teach the use of data in decisions, and educate marketers on common mistakes in data interpretation to help protect those who get distracted by unnecessary information.
