Is marketing a science or an art? According to Adobe’s Jeff Allen, marketers need to make sure they have a foot firmly in both camps.

In a talk at Econsultancy’s JUMP New York conference this morning, Allen said that within any given organisation it’s likely that almost everyone will have an opinion on the marketing strategy.

So it’s up to marketers to convince their colleagues that they are the experts in what they do and can use data to prove it.

In order to change the perception of marketers as “colour pickers”, Allen highlighted five points that his audience should put on a checklist to make them more effective at proving their worth…

1. Become a data guru

Allen stated that marketers need to embark on a branding exercise so their colleagues associate what they do with science.

This can be achieved by utilising the data available and working out which metrics matter most to the business.

Think of it like the dashboard on your car. Do you know which metrics are the most important and need to be right there on the dashboard?

The next challenge is to work out how to move the needle on those metrics by using data-driven insights. – href="http://econsultancy.com/us/blog/62003-five-ways-to-elevate-your-game-as-a-marketer?utm_medium=feeds&utm_source=blog">Five ways to elevate your game as a marketer by David Moth

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