By using science, marketers create a framework that increases the likelihood of a consistent improvement and decreases the risk of failure.
Marketing is a science which draws inspiration and creativity from art. Any marketer worth their salt measure and analyse numbers. What is the size of your market? How many prospects do you reach? How many people read your messages? How many prospects do you convert? How much do they spend? The foundation of high performance marketing is based on science and math.
To the outsider, marketing can look more like a subjective art. The reality is a professional marketer studies finance, quantitative analysis, economics, research methodology and data analysis to name a few.
So, marketers use a combination of frameworks and processes, expertise and experience that enable us to compare different scenarios and make better decisions with a higher probability of success.