I build marketing that counts, not just marketing you can count.
Evidence-based marketing builds your marketing on proven patterns of how buyers actually behave, tested and replicated across categories, countries, and decades, instead of on opinion, instinct, or whatever is easiest to measure.
It isn't anti-data. Data is for diagnosis; evidence is for decisions. Data tells you what is happening now. Evidence tells you why, and what has held up across time. You use both: data to find the problem, research to choose the fix, data again to confirm it worked.
It is the discipline medicine adopted a century ago: read the evidence, weigh the odds, then act. The research already exists, from the Ehrenberg-Bass Institute to Binet and Field's analysis of the IPA databank. Most marketing just hasn't caught up.
Read the business outcomes and category dynamics before blaming marketing. The 13 growth levers and 35 factors that actually move ROI.
Develop the strategy to fix what's constraining growth.
Build the plan: pricing, distribution, product, and promotion.
Measure the impact against the stated objective. Then run the loop again.
A loop, not a line. Each pass compounds on the last.
A thirty-minute call is the fastest way to see how this applies to your business.