According to a new study from The Economist Intelligence Unit, sponsored by Applied Predictive Technologies (APT), senior managers and executives are most likely to say their marketing decisions are driven by data, but when it comes right down to it, they are more likely to trust their own intuition.
When asked to characterize their individual decision-making style, 42% of respondents say they are data-driven (“I collect and analyze data as much as possible before making a decision”), more than cited any other option. However, 73% also say that, when it comes to decision-making, they trust their own intuition.
Kind of like overriding your Garmin when you think you know the better way to go.
Furthermore, if their gut contradicts the data, only 10% of respondents said they’d follow the data. More than half (57%) said they’d re-analyze the data instead (until they could make it agree with their intuition perhaps?)
One of the benefits of data-driven campaigns is, well, the data. Finding trends, developing customer profiles, and understanding customer preferences and behavior are foundational to the value of personalization in print and multi-channel marketing. These results suggest challenges for MSPs relying on data to prove value or help their clients increase the value of their campaigns.
What would you do if you ran into a key decision-maker unwilling to trust the company’s own data? What would you do?
To download a PDF of the survey, click here.