A major force shaping this world of digital marketing is the move to a more deterministic approach to everything from the creation of marketing assets to the design of campaigns. “Know your customer” has gone from lip service to hip science. The lofty notion of business intelligence has gone back to the basics of business analytics whether it’s involving big, little, predictive or psycho-graphic data. And it’s all in the name of accelerating outcomes. Those outcomes may be the strategic business of market expansion or the fast spinning activity of ramping sales. It may be the cross-functional work of new product development or a singular focus on improving customer service. Regardless, this journey that is turning marketing into a more scientific, data-driven discipline is proving to be a treacherous path, with shaky guardrails, for many digital marketers.