Is marketing an art or a science? The answer, of course, is both. Marketers need creativity and intuition, to be sure. But we also need a scientific mindset — the willingness to fail fast, test often, and let the data lead us to better outcomes.  The most successful marketing teams can turn out wonderfully creative copy, but also track how that copy performs,...

Marketing is not a one-and-done kind of job. The true leaders in our profession are always measuring, evaluating, and optimizing. Once you start to settle, you start to fall behind. That said, marketing is also a busy, time-intensive kind of job. If something isn’t actively demanding your attention, and seems to be working okay, it’s easy to let it slide.  But...

What was the highlight of your July 4th holiday last week? There are many valid answers: friends, family, barbecuing, the patriotic spirit. I love all these things, but I really love the fireworks. Few things match the spectacle of a well-executed display, with dazzling colors intermingling across the night sky. The best part about a fireworks show, of course,...