How to Run Your Marketing Like a Scientist with Jeremy King of Attest

This week, Eric talks to Attest CEO and Co-Founder, Jeremy King, about how data leads to better, smarter business decisions with no guesswork. He argues that with the right data, business leaders and marketers are able to know precisely when certain risks are justified and when they’re not, and they are able to understand their target audience, not just their current customer base.Coming from a background in both science (as an undergraduate) and business (at Harvard Business School, no less), Jeremy approaches business problems in novel ways, recalling cases from both business school and the natural world to gain new perspectives on seemingly unsolvable issues. Rather than operate on intuition and our unspoken but ever-present biases, Jeremy insists that businesses should operate like scientists in a world where data is king and bias is a crime. This conversation will undoubtedly inspire you to see the ways in which data can help you make better decisions.To get in touch with Jeremy, find him on LinkedIn https://www.linkedin.com/in/jeremykingjk/And to learn more about Reach 2 Academy Trust, visit https://www.reach2.org/ Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Today's episode was produced by Leanne Kilroy and hosted by Eric Fulwiler.Find Rival online at www.wearerival.com, LinkedIn, Twitter.Find Eric on LinkedIn and tweet him @efulwiler.Say hi at [email protected], we’d love to hear from you.  Rival is a marketing consultancy for brands that want to challenge convention in their category. We’re on a mission to understand what challenger brands do differently to grow in categories that are being disrupted, and use a challenger playbook to deliver outsized impact through an integrated, tech-enabled approach. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns.