Data-Driven Decision-Making Popular, But Informed by Intuition

Recent studies (such as this one) indicate that US marketers often rely on their gut for marketing budget decisions. But this may not be a universal view: a new survey [pdf] sponsored by Applied Predictive Technologies (APT) and conducted by the Economist Intelligence Unit finds that global business leaders are much more likely to describe their approach to making significant management decisions as being “data-driven” (42%) than “intuitive” (10%). Even so, the study results also suggest a low amount of confidence in data analysis when it comes into conflict with intuition. (more…)