Marketers like to think of marketing as art, not science. But most, if pressed, would confess that our business has at least reached the point of being a mixture of both.

For all the scientific tools that have fallen into our hands in the past few years and the ways to take advantage of big data and align the right audience with the right message through the right channel with the right frequency, we are still largely falling short in our efforts to influence our audiences’ behaviors.

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