The talk sets up a straw man at about 1:30 with the Ellis quote saying, paraphrasing: "Most marketing departments are doing it blind, not looking at the data an

The talk sets up a straw man at about 1:30 with the Ellis quote saying, paraphrasing: "Most marketing departments are doing it blind, not looking at the data and not running experiments." Perhaps that's the case for most tech start-ups, where there is no one with a marketing background involved, but it's not the case for any moderately mature business that I've come across (in nearly 20 years of marketing) including 2-5 person shops just getting off the ground. Quite the opposite I find most marketers to be data-obsessed and will diligently test and track permutation after permutation of tactic to tease out what works and what doesn't.