The Science of Marketing is in Its he(ART)

Here's a random thought I've been mulling.

Data is "the" goal for most marketers. Yes, data helps us to make marketing more scientific; to support our intuition with hard, cold, immutable facts born out in data. However, swinging the pendulum fully toward science may be taking the (he)ART out of marketing. 

Sometimes marketing is about taking a risk that counters everything that the data tells you. 

Data matters. But maybe not all the time. 

Don't get me wrong. Data helps us develop an understanding about our market, buyers and opportunities. Sometimes trusting your he(ART) can lead to wonderful results that data couldn't have predicted but is clearly evident in the metrics. 

What do you think? Do you agree or disagree?

Cece Salomon-Lee is director of product marketing for Lanyon Solutions, Inc. and author of PR Meets Marketing, which explores the intersection of public relations, marketing, and social media. This post represents Cece's personal opinions and are not representative of her company's.