Marketing has come a long way. And while there's no doubt all the science and technology has made marketing smarter, has it made it better? I'm not so sure. We need to remember that marketing will always be more art than science; marketing is a craft, not just a job. And great marketing takes an intuitive leap into the unknown, a leap that science and research can't take for you. You need to know when to use science and when to use art, respect the role each can play, build complimentary skill sets in the marketing team. Blending art and science the right way is the alchemy we need to make marketing great again.