Marketing has always been a combination of art and intuition… but also of data, analysis and method. The problem? For a long time, art was way ahead of science. How many decisions have been made just “by smell”? How many brilliant ideas never worked because we didn’t understand real consumer behavior?

Fortunately, that is changing. It’s not new, we’ve been at it for a few years now, but we are now entering a stage where we can finally better understand what’s going on in the markets. And not because we have more data -which we do- but because today we can connect the data with each other. And that changes everything.

We know who buys, when, where, how they pay, how they live, what they see, what they share, where they move, who they live with… But are we really taking advantage of all this knowledge?

What is revolutionary is not having more information, but being able to manage it as a whole. To be able to cross-reference hundreds of data about the same person and use them not only to describe, but also to predict. To answer, with fundamentals, the question that sums it all up:
How do I get more people to choose me?

We need to leave behind ideas that “sound good” but are unproven. It’s not about leaving creativity aside, but about backing it up with real science. Today we already have enough data, history and tools to start finding patterns of behavior. And that means that FMCG markets, so unpredictable for decades, can start to become a little more predictable.

What if we stop relying so much on intuition… and start making decisions with more evidence?

What if what makes the difference is no longer having a great idea, but knowing if it works before we bet on it?

It’s not about waiting for the future of marketing to arrive. We are already in it.