Evidence-based marketing helps brands decide which products, technology platforms, referral channels and creative concepts they can use to create more productive relationships with their customers. While data analysis should be a strong part of the equation, marketers need to balance creative brand considerations and emotional resonance into every resulting strategy. Evidence-based marketers employ customer-centric research, marketplace analysis and historical data to greatly reduce guesswork and enhance the probability of success.

This process can be applied to anticipate market opportunities or better leverage existing opportunities. Marketers then test the validity of those theories by measuring performance, chiefly through resulting revenue analytics, and also through brand impact, including social channels. For most brands, evidence-based marketing campaigns should be agile enough to shift perspectives, messages and even target audiences based upon response. Likewise, evidence-based marketers should use technology to measure which creative concepts connect with audiences, because making a meaningful connection with a customer base is often the very thing that drives sales.

At DemandResults, online reputation and effective media creation are a strong parts of the equation. Consumers research products more thoroughly than they ever have before making a buying decision, and what can be found immediately in a web search, on social media channels and the creative on product landing pages have as strong an influence as the peers or ads that may have led them there in the first place. To maximize conversion potential, DemandResults brings a strong culture of thorough market research, testing and performance monitoring to every situation.