Evidence-based Advertising Needs Experience-based Context

Data will always be the foundation of our evidence, but we need to consider our experience to structure and interpret this raw information.

MarketingLand, March 11, 2020 – In this article, Ipsos’ Peter Minnium endeavors to bring clarity to the full scope of “evidence” and suggests how it can be used in all of its facets.

If the marketing world had a best-of-the-decade competition, “Evidence-based marketing” would surely be among the top darling concept of the 2010s. Exactly 10 years ago, in March of 2010, Byron Sharp published his influential book, How Brands Grow, and the hunt for evidence based principles has been on in earnest since then. In the ensuing decade, evidence-based has become a crutch for some (“I can’t act without evidence”) and a weapon for others (“the facts don’t support that…”). Both approaches are wrong, of course, and are enabled by a faulty and narrow definition of “evidence.”

Discover why. Read Peter’s article now.

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