I was watching a Richard Feynman lecture from 1964, during which he described the scientific process. As usual, he did it in a way that even I could understand.

Tell me if, in the next roughly 32 seconds of this video, he doesn’t perfectly explain some of the lunacy we hear in the babble of AI, machine learning, neural networks, etc. from the adtech and martech ecosystem.

We don’t need to develop the theory. Just shove all the stuff into your “data lake” and the algorithms (sounds fancy!) will take care of everything.

It kind of sounds like science but, as Feynman points out in the lecture, it’s not.

Takeaway: If you’re not developing the theories, computing the consequences, and developing good experiments, you’re not practicing marketing science. Start doing so. And win.