Some say marketing is an art. Sure, being creative with your slogans, copywriting and other marketing collateral is important but the'art' component should not extend to areas where it does not belong. Creatively brainstorming your product pricing strategy or your PPC spending is never a good idea - science needs to applied. As data grows bigger, however, new approaches need to be adopted when gathering and transforming that data into meaningful actions. That's where machine learning techniques are making the biggest impact.