What is Evidence-Based Marketing?

Evidence-Based Marketing (EBM) is a strategic approach that places data and factual information at the core of marketing decisions. Unlike traditional marketing methods, which often rely on gut feeling or historical practices, EBM uses concrete data to guide strategy. This data can come from a variety of sources, including customer surveys, social media metrics, and web analytics. For instance, if a FinTech company wants to launch a new feature, EBM would involve collecting data on how similar features have performed in the market, what the customer pain points are, and how competitors are faring.

Evidence-Based Marketing in FinTech

The primary goal of Evidence-Based Marketing is to make marketing activities more effective and aligned with broader business objectives. By using data, companies can measure the success of their campaigns through key performance indicators like Return on Investment (ROI), Customer Acquisition Cost (CAC), and Customer Lifetime Value (CLV). This approach allows for a more efficient allocation of resources and ensures that marketing strategies are not just creative but also result-oriented. For example, Netflix uses EBM to decide which shows to promote, by analysing viewer behaviour and preferences. This ensures that their marketing spend is targeted and yields higher engagement, ultimately aligning with the company’s goal of increasing subscriptions.

Steps to Implement Evidence-Based Marketing in FinTech

Data Collection

Implementing Evidence-Based Marketing (EBM) in the FinTech sector requires a structured approach, and the first crucial step is Data Collection. This foundational phase sets the stage for all subsequent activities, ensuring that your marketing strategies are rooted in reliable information. Here’s how to go about it:

Customer Surveys

One of the most direct ways to gather data is through customer surveys. These can be conducted online, via email, or even within your app. Surveys can provide valuable insights into customer satisfaction, feature usage, and areas for improvement. Tools like SurveyMonkey or Typeform can be particularly useful for this.

Social Media Analytics

Social media platforms are a treasure trove of customer opinions and behaviours. Platforms like Facebook, Twitter, and LinkedIn offer in-built analytics that can show you how your content is performing and what your audience is engaging with. Tools like Hootsuite or Buffer can help you manage multiple platforms and gather data more efficiently.

Web Traffic Data

Understanding how users interact with your website can offer invaluable insights. Tools like Google Analytics can provide data on metrics such as page views, time spent on the site, and conversion rates. This information can help you understand what content is most valuable to your audience and where there might be bottlenecks in the user experience.

Transactional Data

Last but certainly not least, transactional data from your service can provide direct evidence of what features or offerings are most popular. This could be data on the most commonly used features in your app, the average transaction size, or even customer drop-off rates at various stages of the user journey.

By collecting data from these varied sources, you’ll have a comprehensive view of your customer behaviour, market trends, and operational effectiveness. This multi-faceted approach ensures that your subsequent marketing strategies are not just data-informed but are genuinely evidence-based, setting the stage for more targeted and effective campaigns.

Data Analysis

Once you’ve collected a robust set of data, the next pivotal step in implementing Evidence-Based Marketing in FinTech is Data Analysis. This stage involves scrutinising the data to extract actionable insights that will inform your marketing strategies. It’s not just about having a lot of data; it’s about understanding what that data is telling you.

Key Metrics

  1. Customer Acquisition Cost (CAC): This metric helps you understand how much it costs to acquire a new customer. A high CAC might indicate inefficiencies in your marketing strategies, while a low CAC could signify a more cost-effective approach. It’s crucial to balance CAC with the value each customer brings to ensure profitability.
  2. Customer Lifetime Value (CLV): CLV measures the total value a customer brings to your business over the entire duration of their relationship with you. By comparing CLV with CAC, you can assess the long-term viability of your customer acquisition strategies.
  3. Return on Investment (ROI): ROI is a critical metric that calculates the profitability of your marketing campaigns. It helps you understand the effectiveness of each pound spent on marketing, allowing you to allocate resources more wisely.
  4. Conversion Rates: This metric shows the percentage of completed goals (or conversions) against the total number of visitors. In the context of FinTech, a conversion could be anything from signing up for an account to completing a transaction. High conversion rates usually indicate that your marketing strategies are resonating well with your audience.

Tools for Data Analysis

  1. Microsoft Excel: A versatile tool that most businesses already have, Excel is excellent for basic data analysis tasks. You can create pivot tables, use formulas to calculate metrics, and generate simple charts to visualise data.
  2. Tableau: For more advanced data visualisation and analysis, Tableau is a powerful tool. It can handle large datasets and offers a range of features to create comprehensive dashboards that provide in-depth insights. Tableau’s website offers various resources to get you started.
  3. R Programming: If you require statistical analysis or predictive modelling, R is a programming language designed specifically for data analysis and visualisation. It’s a more technical tool but offers unparalleled depth for those who know how to use it. You can learn more about it from the R Project website.

Data analysis is the linchpin that holds your Evidence-Based Marketing strategy together. By focusing on key metrics and utilising the right tools, you can derive actionable insights from your data. These insights will not only inform your current marketing strategies but also provide a roadmap for future initiatives, ensuring that your marketing efforts are both effective and efficient.

Hypothesis Testing

The third step in implementing Evidence-Based Marketing in FinTech is Hypothesis Testing. This phase acts as a bridge between your data analysis and the execution of your marketing campaigns. It’s where you take the insights you’ve gleaned from your data and put them to the test in a real-world context. The objective is to validate or refute your marketing hypotheses before committing to larger, more resource-intensive campaigns.

The Importance of Hypothesis Testing

Hypothesis testing is crucial for several reasons. First, it allows you to mitigate risk by testing your strategies on a smaller scale. This is particularly important in the FinTech sector, where the cost of a failed marketing campaign can be high, both in terms of financial loss and potential damage to your brand reputation. Second, hypothesis testing provides a structured framework for learning and improvement. By setting up controlled tests, you can isolate the variables that contribute to a campaign’s success or failure, making it easier to refine your strategies moving forward.

How to Conduct Hypothesis Testing

  1. Formulate Hypotheses: Based on your data analysis, create specific, measurable hypotheses. For example, if your data suggests that customers aged 25-35 are most likely to engage with your service, one hypothesis could be that targeting this age group in your ads will yield a higher conversion rate.
  2. Design A/B Tests: A/B testing involves creating two versions of a marketing element (like an email, landing page, or ad) that are identical except for one variable you want to test. For instance, you might test two different call-to-action buttons to see which one generates more clicks.
  3. Select a Test Audience: Choose a smaller, representative sample of your target audience for the test. The size of the sample will depend on various factors, including the expected effect size and the resources you have available.
  4. Run the Test: Implement your A/B test, ensuring that each group is only exposed to one version of the marketing element. Tools like Optimizely or Google Optimize can help manage these tests effectively.
  5. Analyse Results: After the test period, analyse the data to see which version performed better in terms of your predefined metrics. Did one CTA button generate more clicks than the other? Did targeting a specific age group result in higher engagement?
  6. Draw Conclusions: Based on the test results, you can either validate or refute your original hypothesis. This will inform whether you should scale the strategy or go back to the drawing board for refinement.

Hypothesis testing is a vital component of Evidence-Based Marketing, especially in the fast-paced, competitive landscape of FinTech. It offers a scientific approach to marketing, allowing you to make data-driven decisions that are more likely to result in successful campaigns. By rigorously testing your hypotheses, you’re not just making educated guesses; you’re building a marketing strategy on a foundation of empirical evidence.


After the rigorous processes of data collection, analysis, and hypothesis testing, you arrive at the crucial stage of Implementation. This is where your validated marketing strategies are rolled out on a broader scale, targeting a larger audience and committing more resources. It’s the culmination of your Evidence-Based Marketing efforts, but it’s also a phase that requires meticulous planning and ongoing monitoring.

The Significance of Proper Implementation

Proper implementation is the linchpin that ensures the success of your Evidence-Based Marketing strategy. It’s one thing to have a well-researched, data-backed plan, but if the execution is flawed, the entire strategy could falter. This is particularly pertinent in the FinTech sector, where the market is highly competitive and consumer trust is paramount. A poorly executed campaign can not only waste valuable resources but also potentially harm your brand’s reputation.

Steps for Effective Implementation

  1. Develop an Action Plan: Create a detailed plan outlining the steps needed to implement your marketing strategy. This should include timelines, resource allocation, and the channels you’ll be using for your campaigns.
  2. Assemble Your Team: Ensure that everyone involved in the campaign—from marketing and sales to customer service—is aware of their roles and responsibilities. Clear communication is key to seamless execution.
  3. Execute the Campaign: Roll out your marketing initiatives as per the action plan. This could involve launching new ads, sending out targeted emails, or introducing special promotions. Tools like HubSpot or Salesforce Marketing Cloud can help automate and manage these tasks.
  4. Monitor KPIs: Once the campaign is live, it’s essential to closely monitor key performance indicators (KPIs) such as Customer Acquisition Cost (CAC), Return on Investment (ROI), and conversion rates. This will help you gauge the effectiveness of your campaign in real-time.
  5. Make Real-Time Adjustments: One of the advantages of digital marketing is the ability to make changes on the fly. If you notice that certain aspects of your campaign are not performing as expected, you can make immediate adjustments to optimise results.
  6. Post-Campaign Analysis: After the campaign has concluded, conduct a thorough analysis to assess its overall success and identify areas for improvement. This should feed back into your ongoing Evidence-Based Marketing efforts, setting the stage for future campaigns.

Implementation is not just the final step but an ongoing process that requires continuous monitoring and adjustment. By keeping a close eye on KPIs and being willing to make real-time changes, you can ensure that your Evidence-Based Marketing strategies yield the best possible results. In the dynamic world of FinTech, where consumer needs and market conditions can change rapidly, effective implementation is the key to staying ahead of the curve.

Continuous Improvement

The journey of Evidence-Based Marketing (EBM) in FinTech doesn’t end with the implementation of a single campaign. Rather, it’s a cyclical and ongoing process that demands continuous improvement. The financial technology landscape is ever-evolving, influenced by regulatory changes, technological advancements, and shifting consumer behaviours. To stay competitive and relevant, it’s imperative to keep refining your marketing strategies based on new evidence and insights.

The Imperative of Continuous Improvement

In the fast-paced world of FinTech, resting on your laurels can be a costly mistake. What worked yesterday may not necessarily work tomorrow. Continuous improvement is not just a best practice; it’s a necessity. It ensures that your marketing strategies remain agile, adaptable, and most importantly, effective in achieving your business objectives.

Steps for Ensuring Continuous Improvement

Ongoing Data Collection

Just as you collected data at the beginning of your EBM journey, continue to gather new data regularly. This could be from customer feedback, new transactional data, or performance metrics from your latest campaigns.

Regular Analysis

Periodically revisit your key metrics like Customer Acquisition Cost (CAC), Customer Lifetime Value (CLV), and Return on Investment (ROI). Compare these against industry benchmarks and your past performance to identify trends or areas for improvement.

Feedback Loops

Establish mechanisms for collecting real-time feedback during and after campaigns. Tools like Hotjar for website analytics or Zendesk for customer service interactions can provide valuable insights.

Iterative Testing

Continue to conduct A/B tests or even more complex multivariate tests to refine your hypotheses and strategies. The more you test, the more data you have to make informed decisions.

Adapt and Implement

Based on your ongoing analysis and testing, adapt your marketing strategies as needed. This could mean tweaking your targeting parameters, revising your messaging, or even overhauling an entire campaign.

Review and Plan

At regular intervals, conduct comprehensive reviews of your EBM efforts. What have you learned? What can be improved? Use these insights to plan your next cycle of Evidence-Based Marketing.

Continuous improvement in EBM is akin to a feedback loop that feeds into itself, each cycle offering lessons that make the next one more effective. By committing to a process of ongoing refinement, you’re not just keeping pace with the industry; you’re setting a standard for marketing excellence. In the competitive arena of FinTech, where every edge counts, a commitment to continuous improvement isn’t just advisable—it’s essential.

Evidence-Based Marketing offers a robust framework for making informed decisions in the FinTech sector. It aligns particularly well with the demands and challenges of the UK market, offering a pathway to not just compliance and efficiency, but also to gaining a competitive edge. As the saying goes, “In God we trust; all others bring data.”