Most marketers are too comfortable acting on proxies, past practices, and “best practices." “That’s bullshit,” and a recipe for failure, says Simulmedia’s Dave Morgan. In today’s data-rich ecosystem, success requires that marketers act on the latest insights, according to Morgan. Similarly, big data can mislead marketers and lull them into a false sense of security, Vikram Somaya, General Manager at WeatherFX (a division of The Weather Company) told OMMA DDB attendees on Wednesday. “Data analytics can actually perpetuation this problem,” Somaya said regarding the tendency of marketers to rely on established strategies.