Analysis – Paralysis Syndrome

"Too much of analysis may lead to paralysis" this was the phrase used by my Chief Executive in one of the company for which I worked as a Marketing Manager for a brief period in my professional career during my early 30s. He used to jokingly say “Prashant too much of analysis may lead to paralysis” while I used to crunch data and prepare slides on life time value of customer and other sales analysis so on and so forth. I could not make much out the phrase during that time but slowly as I cross over my journey towards 40’s and encountered and seen some professional projects I could clearly comprehend what he meant and what was his intent when he used to say that.

Although data scientist and statistician are there and the word "analysis" become very much necessary when they talk in terms of physics , chemistry or aerospace engineering , orbits , rockets and so on. These data points and hardcore analysis of that data is required so that there is least possibility of any error – Its much needed in that domain. In medical field yes deep analysis is needed may be when you are working hard on discovering cancer medicines or vaccine for Corona virus and so on. There going wrong on data may cost you million dollars or even can become life threatening.

But when you really are into business of selling packaged FMCG goods or some service or some consumer durable or whatever which is saleable or marketable do you require that amount of time energy and deep dives for taking marketing decisions? Well that’s a question which needs some debate.

Let us understand what it means to analyze, analysis is required to understand the reason of gap between “what is” and “what should be”. To illustrate it in marketing language Brand X is at 5% MS and it wants to reach to 10% MS. Or a demand algorithm which throws data for planning the yearly supply chain for any product.

Now if one will start analyzing the data he will go into deep that which geography which pop strata which town which village and so on, marketing manager and his team if start getting into too deep may start enjoying this analysis and just get stuck on those pieces of information. In fact in organization every body will start talking about it – “we should attack that geography that’s low hanging fruit” , “we should see the big potential where our brand is not doing well” , we are weak in this category we you will hear all sort of phrases. Some people will look at the macro outlook and evaluate the same in terms of overall percentage some will deep dig and look for micro aspects as in longer term that might help go gain sustainable MS.

Marketing Manager and his team off course need some analysis but at the same it should be taken with a correct mix of gut, overall sentiments and external environment. ?It has to be driven like a military operation wherein you have limited knowledge about your enemy and the geography but more dependent on the commander and his team's passion , energy and the gut instinct ?which decides their actual fate in the battlefield. Or even in sports wherein yes analysis is made but its limitation is restricted to commentary box and the dressing room actual match is played on the ground.

To summarize Marketing Manager should not become a Harsha Bhogle who knows all about cricket but never played a single match on international cricket pitch but he should be like a Sachin Tendulkar or Virendra Sehwag or a Rahul Dravid who just perform on the field digesting all analysis but go all out in the field and give their 100 percent.