As a long time financial services marketer, you would expect Dan Marks to have the science of marketing down pat. And indeed he does, having built a predictive marketing spend model at First Tennessee Bank (see The CMO’s Periodic Table!) and the marketing tech infrastructure in his current role. But Marks sees the trend towards data-driven marketing going too far, explaining that, “Just doing the science without starting with the purpose is a recipe for failure.” Embracing the art-side of his job, he encourages his team to “remember that we are ultimately serving people” and to look at what’s happening with people in other categories.”