For many years, marketers have leaned hard into data for information and insight about how people interact with different activities.

But the landscape has dramatically changed. 

A lot of digital marketing can't be tracked or attributed. People see content but never click, or they learn about products on the Dark Web.

Spark Toro CEO Rand Fishkin says marketers need to return to the days of creativity and ingenuity to attract and engage customers. 

He says they need to make leaps of faith when making marketing decisions as opposed to depending on data to lead the way strategically and tactically. 

It's an insightful conversation with someone who's been in the digital trenches for a long time.