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Marketing is feeling
the pressure to
embrace new data-
driven customer
intelligence
capabilities
MARKETING
AND
BIG DATA
On average, marketers
depend on data for just
11% of all customer-
related decisions
A
majority
struggle
with
statistics
Lack
judgement
&
Statistical
aptitude
The best
focus
on
Goals
and
filter out
noise
Managerial
Relevance
A manager should
be able to use the
right data

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Marketers Flunk the Big Data Test by Patrick Spenner and Anna Bird