SriLanka, Feb. 7 -- Sri Lankan marketers are grappling with a critical inertia in adopting data-driven decision-making, often favoring "gut feel" over statistical analysis despite having the necessary academic background.

This observation was brought to the fore by Amitha Amarasinghe, Co-Founder and CEO of the Asia Pacific Institute of Digital Marketing, during a high-profile panel discussion in Colombo this week.

Speaking at the "Brands: Listen, Learn and Lead" event organized by Mark and Comm, Amarasinghe highlighted a cultural paradox where professionals learn advanced data analysis and prediction models in universities but abandon them at the workplace door.

Addressing the audience at the NH Collection, Amarasinghe noted that whi...