Over the years, marketing in general has shifted from outbound “interruption-based” marketing to inbound “get found” marketing. This means demonstrating thought leadership while creating remarkable content, and sharing it through channels in which people with interest can find it. This is way more fun, and also means that marketing activities are far more measurable. The marketing A-B testing and associated analytics integrate this art form with science – a combination that makes it more cost effective, creates more expected results, and ultimately makes it something I particularly enjoy.