A CEB study reveals that marketers primarily rely on intuition rather than data, with only 11% of customer-related decisions based on analytics. Many lack statistical aptitude, causing misinterpretations and ineffective decision-making. Recommendations include reiterating business goals, emphasizing data in decisions, and educating marketers to improve data interpretation skills.

1. MARKETERS FLUNK AT
BIG DATA

2. SCENARIO!!!
A recent CEB study
of Fortune 1000
companies
vast majority rely too
much on intuition
Those who do use
data aggressively for
the most part do it
badly.

3. Too much Gut Reliance???
➤marketers depend on data for just 11% of all customer-
related decisions.
➤Claim more than half of the information to have came from
their previous experience or their intuition about customers
➤judgment built from past experience is increasingly
unreliable.
➤ once-valid assumptions can quickly become outdated.

4. STRUGGLE WITH STATISTICS
just 5% of marketers own a statistics text book.
Really?
48%
46%
6%
All Right >4 wrong
Others When managers were asked
medium to moderate level
questions on statistical
aptitude- 5 questions

5. DANGEROUS DISTRACTION

6. WHAT IS IT?
Managers with plugged in personality type and use external stimulation
Also called Connectors
Lack statistical aptitude or judgment required to use data effectively
they adjust — and end up changing direction so often that they lose sight of
end goals
wreak havoc
Companies encourage these behaviors and end up magnifying the problem.
dashboards often capture response-based metrics which is disastrous
Rewards- for response metrics instead of customer loyalty

7. CHECK THIS OUT

8. FAMOUS SAYING’S
“In god we trust and all others must bring data”
-Edwards Deming
“Facts do not cease to exist, because they are ignored….”
-Aldous Huxley
“If you do not know how to ask the right question, you discover
nothing.”
-Edward Deming

9. FOCUS ON SIGNAL, NOT THE NOISE
➤ Comfort with ambiguity
➤ Ability to ask strategic
questions based on data
➤ Narrow focus on higher order
goals

10. WAY FORWARD
➤ BAD news- ability to filter data is rare and hard to teach
➤ “bright shiny objects” must be kept out of view.
➤ Best Practices:
1. reiterate critical business goals constantly
2. teach marketers to put data in front during decision making
3. sensitise marketers to common data interpretation mistakes
➤ As data keeps growing, importance of filtering keeps
increasing

11. WHATS ALL THIS BIG DATA ABOUT?

12. MANAGERIAL RELEVANCE
Spend more time to learn data handling
Statistics isn't rocket science!
Do not get distracted by spikes and noise
Try to look at the bigger picture
Customer loyalty and brand base >> no. of clicks

13. RELEVANCE IN INDIA
New technology - blind emulation
Drawbacks tend to be neglected
Marketing key to attract large base in India
Especially start-ups need to be very careful
Regular sessions for lower ranked people who handle
data
Behavioural Change required
Have fixed timelines and regular comparison
Long term vs Short Term

14. MARKETING USING BIG DATA

15. CREDITS
➤ https://www.youtube.com/watch?v=IeqNbsQKLe4
➤ HBR- Marketers flunk big data test
➤ Google Images - big data, analytics, marketing
➤ Nate Silver- The noise and the signal
➤ http://www.analyticshero.com/2012/10/25/31-essential-
quotes-on-analytics-and-data/
THANK YOU