Marketers Flunk the Big Data Test – HBR

All marketing management and their leaders recommended read.   The pace forward can be daunting but there is no longer the probability you will survive without embracing, understanding and using the new technological methods for better marketing.

Excerpt:  The big-data explosion is driving a shift away from gut-based decision making. Marketing in particular is feeling the pressure to embrace new data-driven customer intelligence capabilities. No wonder a strong appetite for data is one of the most sought-after qualities in new marketers. And yet, a recent CEB study of nearly 800 marketers at Fortune 1000 companies found the vast majority of marketers still rely too much on intuition — while the few who do use data aggressively for the most part do it badly. Here are our key findings:

Read full article via Marketers Flunk the Big Data Test – Patrick Spenner and Anna Bird – Harvard Business Review.

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