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We’ve come a long way since the Mad Men era of marketing and advertising. The modern marketer is as much mad scientist as inspired creative, thanks to the proliferation of data and tools to access and analyze it. Just as inventor Thomas Edison was able to run 10,000 different experiments, changing a little something here, a little something there, until he found the formula that worked, the best marketers today use their creative side to come up with hypotheses, and can then perform experiments to prove their usefulness. The science of marketing has become increasingly, well, scientific.

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