Marketing that relies too much on math and science will not work, according to a report from Bain & Company. The report provides examples of how companies face the dilemma of how to balance math, science and creativity in marketing. In a survey of marketers at 436 companies in the United States and Canada, Bain compared leaders, those who increased sales and market share, to the laggards who lost sales. The leaders were three times as likely to use data in their decisions. And they were twice as likely to own their own creative capabilities.