Marketing is an art. Marketing is a science. Just maybe, measurement is the Gordian knot that ties them both together.
We’ve certainly seen an increasing understanding of how the science of marketing is critical to unleashing the art of marketing in the last few years. Science — and data — ensure that art has maximum impact. That’s what growth marketers everywhere are learning.
Enabling it all?
“As a scientist, the only thing I believe in is experimentation,” Lyft Head of Marketing Science Alok Gupta said recently at UNIFY, Singular’s experts-only marketing technology conference. “I look at my current system, I perturb it through different creative and different levels of spend, and different bids, and new channels, and new partners, and I look what the effect is on the metric I care about.”