Using Evidence-Based Search Marketing to Improve Results and Reduce Costs 

Evidence-based search marketing (EBSM) is a new approach to campaign management in which search marketing specialists are empowered with both actionable evidence and decision-support technology to improve results and efficiency. Based on the principles of evidence-based medicine, EBSM offers search marketers a rigorous process to conduct original research, objectively review secondary research and industry developments, and build a library of current best practices.

This whitepaper includes the following information about EBSM: 

• An overview of EBSM and a brief history
• The benefits of a new, systematic approach to marketing 
• How to establish the three core components of EBSM, Business Intelligence, Search Marketing Teams and Decision-Support Technology