Armed with a staggering amount of data, marketing managers can now track the impact of each dollar spent on their bottom line. Back when David Ogilvy, the father of advertising, was measuring a marketing campaign’s success, he could only refer to blips in sales data to judge how well it moved the needle. As Pablo Picasso is thought to have said, “The purpose of art is washing the dust of daily life off our souls.”Whether marketing is an art or science is heavily debated. The synergy created by effectively fusing art and science exponentially accelerates your marketing results. Isolating return on investment is a challenge, as it’s often the secondary campaign that converts.

Source: Forbes December 01, 2017 13:30 UTC