I So Want To Meet These 5 Percent Of Marketers

Anyone who has ever met me, albeit even for just a few minutes, knows I love a good conversation. What can I say? I was the kid in school who got in trouble for talking too much. Not much has changed.

Another thing to know about me is I love a good stat. Love to sink my teeth into findings and insights and the like. Hey my last post was all about stats as a matter of fact. See for yourself.

But not only do I love a good stat, I love taking the opposite side or contrarian side. If XYZ research shows 65% of people are doing this, I also want to know why the other 35% is doing that.

Take Five

So there I was, minding my own business when I came across an otherwise nondescript line in a Marketing Charts piece: “However, a moderate share said that data is used in their strategic decision making only some of the time (26%) or never (5%), indicating that data-driven approaches aren’t universal.”

Did you catch the part that caused me to slam on the brakes? To wonder aloud “What the f$#k?!”

To put this in a little better context, although you can probably glean the context just from the above excerpt, here’s the title to the piece: 1 in 4 Marketers Say They Always Use Data As Part of Their Decision-Making Process

NOW go back and reread the excerpt.

That’s right kids, somewhere out in the world, right now as we speak, there are 5% of marketers who DO NOT use data in their strategic decisions.

So the obvious question is, what ARE they using to make strategic decisions?

Couldn’t be any of these, could it?

Nah.

I mean who would make a a strategic marketing decision based on the flip of a coin or a dart board or even a game of rock, paper, scissors?

How silly.

No, my bet is these 5 percenters use a MUCH more scientific method.

Or maybe these are the “I’m gonna trust my gut instincts” marketers?

Now, before I go on with my silly-saga, it is worth noting that over 50% of the respondents to the survey covered in the Marketing Charts piece had less than 50 employees. Why is that worth noting?

Quite honestly I have no idea. Seemed like a good place to denote this.

But I don’t care if you have ONE employee – yourself. How in the world are you NOT using data as part – operative word PART – of your strategic marketing decision process?

So, if you are in this select group, the 5 percenters who are anti-data for whatever reason, please let me know for I would LOVE to chat with you; pick your brain.

Because if you are successful despite not using data… hell, this could change everything.