Has data science killed the art of marketing?

RetailWire presents a deliberate (and provocative) false choice to its panelists today: Does the growth of data science mean that marketing and advertising have lost their creative touch? I disagree with the argument, and here’s my point of view:

It’s easy to romanticize the “good old days” of marketing and advertising — think of Don Draper cliffside, coming up with his greatest inspiration — but the reality is that data science has always played a role. (It used to be called marketing research.) The fact that data collection and analysis is far more sophisticated today doesn’t diminish the importance of creativity and instinct. Marketing is in part the art of creating an emotional link through brand equity, but it needs the grounding in facts and results that data science can provide.

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