Data and science only played a little role in the marketing industry in the early 1990's as art and creative lead marketing strategies until the digital disruption and democratization of media. Today's marketers have seen a shift from art and creative leading marketing strategies, to data and science leading marketing decisions and measuring attribution fully across all channels. Duri Alajrami, head of marketing, communications and digital at Moneris, discusses the art and science of marketing and how data has driven the shift in balance between the two. Has the art of marketing suffered? How can we analyze and use data effectively? Delve into the big data talk on our season 2 premiere of The Pivot.