#6 Pride – Decision-driven data making:

Decisions that are purely subjected to pride are considered as the most deadly sin in big data usage. Instead of running appropriate tests and analysis, companies often settle into pre-set decisions that are masked by individual ego, pride and arrogance. "We see this happen a lot throughout organizations, both at the executive level and within teams," Williams said. "People try to confirm what they believe; they dig through data to find it. But the best data-driven cultures have mantras like: ‘Data wins arguments.’ Let the data speak the truth.” he said.

#7 Torpor – Learning and acting slowly:

Slow interpretation is one of the key factors in big data analysis. Unnecessary urgency can always lead to bad and miscalculated conclusions that often results in potholes in marketing industry. Williams clearly advices that big data needs methodical and slow interpretation of critical data. “A critical factor is how quickly you act on data, and how quickly you learn from it. This is where a lot of companies fall short," Williams said. “And you'll want to develop a process to ensure that people aren't jumping to conclusions based on the data, or using the data to confirm what they already believe. But once a decision is made, you must act on it right away.”