As a scientist, the only thing I believe in is experimentation. I look at my current
system, perturb it through different creative and different levels of spend, and different bids, and new channels, and new partners, and I look what the effect is on the metric I care about.
Marketing scientists use tools. They use data. But they are not defined by their tools or their data. Instead, they are defined by their mindset.
Marketing scientists operate as scientists; they: form hypotheses, run experiments, measure results, and optimize based on their source of truth – accurate ROI for every marketing activity. This isn’t about setting it and forgetting it: there are always new channels, new creative, new ads, new offers, and new initiatives to test and optimize. And the cycle of experimenting, measuring, optimizing never ends.