A Smart Decision

A recent study discovered that intuition is far more important to marketers than data in the decision-making process.

Marketers apparently depend less on data when taking major decisions and much more on past experience and customer intuition.

In the age of big data the revelation might be seen as startling, unsettling and disturbing.

I think not!

As an industry we have still to get our heads around how to harness the power of data and we will continue to be suspicious of it until it becomes understandable and manageable.

Logic and creativity are what marketing is all about and it’s irrational to tumble head over heels for a science we don’t fully understand. 

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