This document discusses using data-driven marketing strategies rather than relying on feelings. It introduces four speakers on the topic: James Thompson, founder of Daft Labs, discusses on-site optimization using goals, experiments, and statistics. Bhavik Modi, a Six Sigma Black Belt, explains using a disciplined data-driven approach to process improvement. Shannon Vogel discusses using Facebook insights to improve posts. Ashley Coombe talks about cultivating the perfect message by testing different ad types and relying on facts rather than gut feelings.