Marketing has gotten faster, but also a lot more effective, and the best marketers are both thinking about "the math and the magic," according to research from Bain & Company. The creation of branding and loyalty has to balance both results that can be measured and those that can't, said Laura Beaudin, a partner in Bain's Customer Strategy & Marketing practice. In this video, Beaudin explains how the best marketers employ both scientific and test-and-learn approaches to create value and delight customers.