Much of what we do in marketing is art. The creation of a big idea. The development of a brand. The improvement of customer experience.
However, hand in hand with this art is science and the scientific method. A lot of what we do, or more precisely what successful marketers do, takes root in the scientific method. We gather data, we develop theories, we make observations, we set up tests and ask questions, we develop testable predictions, we gather data as a result, then we validate or refine our hypothesis, we improve our work, and hopefully, we roll out. And then once we’ve rolled out we continuously improve.