WTF is marketing science?

Posted on 11/01/2017


As work changes, so do job titles. A few years ago, the idea that “the jobs we will all be doing in 10 years don’t exist yet” entered the mainstream, through Don Tapscott’s The Net Generation. That’s not to say we won’t continue to have doctors, accountants and lawyers; but the high-demand growth careers will be in emerging fields. Two such fields are automation/AI and data science.

For the past 3 years I’ve been building inVentiv Health London’s marketing analytics capabilities. We’ve done a lot around campaign reporting, optimisation, even marketing effectiveness, but most of all our aim has been to make decision-making easier and more precise through data.

Whether our goals are

  • audience targeting and segmentation
  • channel optimisation
  • improving content and website user interfaces
  • demonstrating effectiveness

we rely on testing and analysis to understand what works and what to improve. This isn’t the traditional domain of marketing/advertising. In fact, most of the techniques and even the mindset are more akin to science.

That’s essentially what marketing science is:

The systematic study and practice of marketing communications through observation, and experiment.

That’s now my complete focus at inVentiv Health. And through this discipline, our clients and our communications teams are able to make quicker, more cost-efficient and more accountable marketing decisions.

These techniques should be essential to the life sciences industry. After all, considered experimentation is something the life sciences industry should be leading.

Posted in: data, Digital, Marketing