The future of marketing is undeniably data-driven, consumer-centric

Close-up of a young businessman pointing on the data presented in the chart with a pen. [Courtesy/iStock]

For generations, marketing has been viewed as an art, a field dominated by intuition and creative sparks. Many seasoned professionals, including myself, have stories of campaigns launched with high hopes based purely on a "feeling," only to face disappointing results.

These experiences, common across the industry, have sparked a profound transformation: A scientific revolution that is reshaping marketing into a data-driven discipline. We are moving beyond guesswork, embracing the power of data to truly understand our customers. This does not diminish the role of creativity; instead, data amplifies it, providing the insights needed to craft campaigns that resonate with unprecedented precision and impact.