By: Staff Writer
February 09, Colombo (LNW): Sri Lanka produces a steady stream of marketing graduates fluent in data analysis, consumer modeling, and predictive tools. Yet inside many organizations, those skills quietly disappear—replaced by intuition-driven decision-making that dominates brand strategy.
This disconnect was a central theme at a recent industry forum in Colombo, where Amitha Amarasinghe, Co-Founder and CEO of the Asia Pacific Institute of Digital Marketing, questioned why data literacy fails to translate into workplace behavior. Speaking at the “Brands: Listen, Learn and Lead” event, he described the phenomenon as a cultural paradox rather than a capability gap.
Marketers, he explained, are trained to analyze patterns and probabilities but are conditioned to rely on experience once they rise through the ranks. Over time, intuition becomes synonymous with seniority, creating resistance to evidence that challenges personal judgment. Amarasinghe stressed that this mindset—not technology or education—is the industry’s biggest obstacle.
The forum also examined how global brands are redefining competitive advantage through real-time intelligence. Angel Calinisan of Hootsuite noted that social listening has evolved beyond reporting past performance. Today’s platforms detect emerging risks and opportunities as they unfold, helping brands understand who is driving conversations and where momentum is building.
However, speakers noted that Sri Lankan companies often underutilize these tools. Muhammed Gazzaly of DAT – The AI Company pointed out that while organizations sit on vast pools of consumer data, they lack centralized ownership and strategic intent. Without leadership alignment, insights remain siloed and fail to inform growth initiatives such as cross-selling or customer acquisition.
Another challenge discussed was organizational inertia. Anubhav Khanduja from Talkwalker observed that large companies frequently stall due to over-analysis and fear of failure. He urged marketers to abandon the “sniper mindset” of waiting for perfect conditions and instead test ideas rapidly, adjusting course when results fall short.
The panel agreed that the local market is uniquely positioned to leapfrog competitors by combining global technology with nuanced cultural understanding. Yet this advantage will remain theoretical unless brands move beyond vanity metrics and instinctive decision-making.
As the discussion closed, the message was unmistakable: intuition has value, but unchecked intuition has a cost. Until Sri Lankan marketers allow data to challenge tradition, the gap between potential and performance will continue to widen
