{"id":511,"date":"2021-04-02T08:00:44","date_gmt":"2021-04-02T12:00:44","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2021\/04\/02\/whats-after-digital-transformation-in-marketing-scientific-transformation\/"},"modified":"2021-04-02T08:00:44","modified_gmt":"2021-04-02T12:00:44","slug":"whats-after-digital-transformation-in-marketing-scientific-transformation","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/whats-after-digital-transformation-in-marketing-scientific-transformation\/511\/","title":{"rendered":"What\u2019s After Digital Transformation in Marketing&quest; Scientific Transformation"},"content":{"rendered":"<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc376260 = window.plc376260 || 0;\n            document.write('<' + 'div id=\"placement_376260_' + plc376260+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,376260, [300,250], 'placement_376260_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc376260++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n\n<p class=\"wp-block-paragraph\"><em><strong>By Jay Friedman, President of Goodway Group<\/strong><\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">There are two guarantees in every industry. First, that it will be transformed to be more scientific than intuitive, and second, that people will lament the loss of the \u2018art\u2019 of that intuition.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">In the 1930s the world went from homemade illness remedies to pharmaceuticals, with whiskey transitioning to antibiotics. For those who focused on home remedies and didn\u2019t adapt to becoming chemists, the game was over. The same happened with farming. We went from farmers being great because of intuition to farmers being great because they understand the science of farming.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Whether it\u2019s farmers, stockbrokers, sports team executives, or pilots, people and things perform better when data, algorithms, and science guide them. Even pop music is now run through software that predicts how likely it is to be a hit before it\u2019s published \u2013 and that is art \u2013 long thought to where algorithms could never go.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The days of intuition-driven marketing are too coming to an end. Marketing is becoming a science, and most of the world still resists acknowledging this transition.<\/p>\n\n\n\n\n<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc428354 = window.plc428354 || 0;\n            document.write('<' + 'div id=\"placement_428354_' + plc428354+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,428354, [300,250], 'placement_428354_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc428354++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n\n<h3 class=\"wp-block-heading\"><strong>The Science of Messaging<\/strong><\/h3>\n<p class=\"wp-block-paragraph\">All of this is not to say human ideas are no longer valuable. In fact, they will be the seeds that nourish the algorithms. But human ideas will be tested on a small scale and, only if successful, be brought into the algorithm\u2019s recommendation engine. This includes media channels, moments, context, and especially messaging. <em>Especially<\/em> messaging.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">A perfect example is a throwaway line at the end of so many commercials. Take the line in <a href=\"https:\/\/www.ispot.tv\/ad\/nfEz\/at-and-t-wireless-great-fundamentals\">this AT&#038;T spot<\/a>, \u201cI think, I don\u2019t actually play golf.\u201d Today, clients value these lines because it provides the brain with closure. \u201cAh, we did a sports analogy, and so we\u2019re ending with something light-hearted that talks about golf.\u201d This helps executives feel as though they\u2019re sticking to a theme and demonstrating a connection or thread throughout the spot.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">But does that add to recall? Does it increase awareness or understanding of AT&#038;T 5G? Would the spot be more or less effective without it? Is there another line they could have used that would have been <em>more<\/em> additive? Maybe this was in fact the perfect line, but the future requires proof and not just a hunch.<\/p>\n\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Measurement Becoming More Scientific <\/strong><\/h3>\n<p class=\"wp-block-paragraph\">Today, we measure but without proof. This is the same as those that \u2018measured\u2019 100ml of herbs but had no statistical, repeatable proof it cured the disease. We measure last click, leads, downloads, and other actions, but we haven\u2019t tied them statistically and scientifically to sales. We credit activities with contributing to a sale, but we don\u2019t do the job of removing what is getting credit and seeing if sales are reduced.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">In short, real scientists apply specific rigor to their tests and experiments and are able to claim successes that their peer community would all largely agree on. Today, there is no set of standards, but this is going to change.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Despite it being trendy to declare the purchase funnel dead, there\u2019s yet to be anyone providing a suitable replacement that helps marketers move consumers from first learning about a brand to purchasing it. For most categories, the levels of consumers being familiar with a brand, having an opinion about that brand, considering purchasing that brand, and ultimately making the decision to purchase that brand are data points that are massively important to marketers! They\u2019re important because they show marketers the gaps that need to be closed in order to minimize the drop-off between awareness and purchase.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">For example, if two brands have 88% awareness but only 65% favorability, the brand that rigorously tests the variables being used to close those gaps for effectiveness will much more quickly prune those that don\u2019t work or work less effectively, and amplify the variables that contribute to success, whereas the brand who relies on hunches will likely prolong ineffective strategies and messages. As brands get more scientifically rigorous in their strategies, testing, and execution, hunches and intuition will become hypotheses to test, not strategies to rely on.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">In time, like any other industry that has undergone a scientific transformation, the majority of craftspeople and artists that resist this transformation end up literally losing the fight against their competitors. Read any one of the thousands of books on disruption to see how this plays out.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Marketers today are not facing an if, but <em>when<\/em> marketing gets transformed and driven by science, testing, iteration, and algorithms. It\u2019s those that engage and begin to build competency here that will thrive the earliest, and potentially the longest.<\/p>\n\n\n\n\n<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc376261 = window.plc376261 || 0;\n            document.write('<' + 'div id=\"placement_376261_' + plc376261+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,376261, [300,250], 'placement_376261_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc376261++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n","protected":false},"excerpt":{"rendered":"<p>Whether it\u2019s farmers, stockbrokers, sports team executives, or pilots, people and things perform better when data, algorithms, and science guide them.<\/p>\n","protected":false},"author":7,"featured_media":512,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[4],"topics":[2],"class_list":["post-511","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-culture","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>What\u2019s After Digital Transformation in Marketing&amp;quest; Scientific Transformation | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/whats-after-digital-transformation-in-marketing-scientific-transformation\/511\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"What\u2019s After Digital Transformation in Marketing&amp;quest; Scientific Transformation\" \/>\n<meta property=\"og:description\" content=\"Whether it\u2019s farmers, stockbrokers, sports team executives, or pilots, people and things perform better when data, algorithms, and science guide them.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/advertisingweek.com\/aw360\/news\/whats-after-digital-transformation-in-marketing-scientific-transformation\/511\/\" \/>\n<meta property=\"og:site_name\" content=\"AW360\" \/>\n<meta property=\"article:published_time\" content=\"2021-04-02T12:00:44+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2021\/04\/169science.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1280\" \/>\n\t<meta property=\"og:image:height\" content=\"720\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Advertising Week\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Advertising Week\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/whats-after-digital-transformation-in-marketing-scientific-transformation\\\/511\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/whats-after-digital-transformation-in-marketing-scientific-transformation\\\/511\\\/\"},\"author\":{\"name\":\"Advertising Week\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/person\\\/ae698b8b96e141836006836db70d9e69\"},\"headline\":\"What\u2019s After Digital Transformation in Marketing&quest; 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