During the course of my marketing science career, too many times what I do has been called magic – MackyMagic – as its own brand of effectiveness in producing results. However, as what Arthur C. Clarke has said, “Magic is just science we don’t understand yet”.
With this page I want contribute to a better understanding of marketing science by de-mystifying it for audiences. How? Letting the audience ask the big questions.
Marketing Science tends to be off-putting with all the snobbish buzzwords. Not only that, marketing scientists tends to be preachy when explaining a concept, usually with an air of arrogance and exclusivity, which further alienates even the most experienced marketers. I find that an effective way to make marketing science relatable is to let the audience ask the questions. This not only sets the context as to how advanced the language of the reply should be, it also mitigates being preachy, and most importantly, it enforces me to put myself in the shoes of the marketer that leads to a better understanding of the issue at hand.
In recognizing that the skills needed to be an effective marketing scientist is not monopolized by those with advance analytics skills, a marketer is best placed to be a marketing scientist by having the right tools and support and the right information.
I want to be able to help propagate a culture of evidence-based decision-making, assuring us that product and marketing decisions will be more effective in achieving desired outcomes when based on accurate and meaningful information.