Are Billion-Dollar Strategic Decisions Being Made on the Basis of Data or Intuition?

Spending on data analytics is rising, and CMOs report that one of their most effective applications of predictive analytics has been to leverage consumer data to support intuitive hypotheses. With all the buzz about big data, recent studies have shown somewhat conflicting results regarding the extent to which data or intuition is used in decision-making. Now, a new study [pdf] from PricewaterhouseCoopers (PwC) indicates that few senior executives rely most on data when making big decisions. (more…)