As marketers, one of the oldest debates that we encounter discuss whether marketing is an “art” or a “science”. The honest answer is that marketing is an art, based entirely on scientific principles!
The most critical skill a marketer must have is an understanding of human behavior. Although we might have different ways of crafting buyer personas or approaching A/B testing, it is undeniable that we base all our assumptions on research and analysis.
Most marketers underestimate the role of web analytics; at best, they consider it to be a necessary evil. Therefore, they miss the most telling signs in the business. They fail to realize that analytics can help translate their “gut-instincts” into tangible numbers, which can lead their organization to the next level.