Evidence-Based Marketing Tools
Built by TARNOVSKI Branding Studio · Curated by Andrei Tarnovski (Mark Ritson's MiniMBA in Marketing, Grade A)
Practical, science-backed tools that help marketers and founders make better budget, messaging, and growth decisions—before money is wasted.
Why marketing marketing effectiveness tools matter
Because “optimising” isn’t the same as growing
Most marketing systems reward short-term activity: clicks, leads, weekly ROAS. That’s not the same thing as long-term profit, pricing power, and sustained demand. The best effectiveness research shows that brand building and activation work on different timescales—and the wrong balance quietly taxes future growth.
Because tools force clarity
A good tool does one job: make trade-offs explicit.
Instead of arguing in circles, you get a directional answer you can test, challenge, and improve—especially in planning meetings with finance and leadership.
Because consistency beats improvisation
When marketing decisions follow clear principles—segmentation, targeting, positioning, coherent messaging—execution gets sharper and waste drops. That’s why our tools are designed around fundamentals, not hacks.
What guides every tool we publish
1) Effectiveness over efficiencyWe care more about long-term business impact than local optimisation.
2) Evidence before opinionEach tool is informed by large-scale effectiveness research and databanks (e.g., IPA/Binet & Field; System1/Effies), translated into usable decision aids.
3) Clarity before commitmentTools are meant to improve thinking before budgets are locked, briefs are written, or media is bought.
No silver bullets. No guarantees. Just better starting points.
2) Evidence before opinionEach tool is informed by large-scale effectiveness research and databanks (e.g., IPA/Binet & Field; System1/Effies), translated into usable decision aids.
3) Clarity before commitmentTools are meant to improve thinking before budgets are locked, briefs are written, or media is bought.
No silver bullets. No guarantees. Just better starting points.
The marketing tools
Honest Landing Page Audit
A fast, strategy-led landing page audit that reveals what’s silently killing conversion. Get up to 10 prioritised fixes across positioning, targeting, message clarity, differentiation, and trust—based on marketing fundamentals, not CRO myths.
Brand vs Performance Budget Calculator
Are you burning budget on short-term clicks? Most brands over-invest in performance and quietly damage future growth. Check your brand vs activation split in 30 seconds—and see if your media plan is structurally broken.
More tools are coming
More evidence-based marketing tools are coming—built on marketing effectiveness principles (STP, long–short, distinctive brand assets). New tools will improve briefs, messaging and budget decisions. Subscribe for early access.
Who these tools are built for
These tools are for people who need marketing decisions to stand up in real business conditions:
- Marketing leaders who plan budgets, defend trade-offs, and need a clean rationale
- Founders and GMs who want strategy-grade clarity, not agency “concept talk”
- Teams under pressure who need to prioritise quickly and stop wasting spend
- Consultants and strategists who want a practical way to apply effectiveness principles
FAQ – The Marketing Tools
grounded in marketing effectiveness principles
grounded in marketing effectiveness principles
Most tools are free to use. Some may require an email or subscription to access results, allowing us to maintain quality, improve accuracy, and continue building new evidence-based tools. If a tool is gated, it’s because we’re investing in building a platform that remains reliable and useful — not because we want to sell you fluff.
They’re informed by established marketing effectiveness research and practitioner frameworks. We draw from the same evidence-led tradition taught and advocated by Mark Ritson and widely associated with Binet & Field’s long/short effects and Andrew Tindall / System1’s work on creative effectiveness—then translate the principles into practical decision aids.
They’re designed to be directionally robust for planning and prioritisation. They don’t replace bespoke measurement (like econometrics), and they won’t predict your exact ROI. They will help you spot structural issues early: misalignment in messaging, weak strategic clarity, and media mixes that ignore long-term effects.
Yes. The tools reflect how we work: diagnose first, decide strategy next, then execute selectively. If you want help with STP, positioning, marketing mix guidance, identity, packaging, or activation concepts—tools can be the starting point, and a project can take it all the way to implementation.
They are based on both. Each tool combines established marketing effectiveness research (e.g. STP, long–short effects, brand asset theory) with practical application from real consulting work by TARNOVSKI Branding Studio.
No. These tools are designed to support better strategic decisions, not replace strategy work. They help teams clarify priorities, spot imbalances, and ask better questions before committing budgets or briefs.
All tools are created by TARNOVSKI Branding Studio and curated by Andrei Tarnovski, brand and marketing strategist and Mark Ritson's MiniMBA in Marketing graduate (Grade A with distinction).
The tools align with classical marketing frameworks, including segmentation–targeting–positioning (STP), long- and short-term effectiveness, distinctive brand assets, and evidence-based planning principles.
They work for both. The tools are intentionally simplified to be useful for founders and small teams, while remaining grounded enough for senior marketers, consultants, and larger organisations.
Use them early in the process—before finalising budgets, briefs, media plans, or creative execution. They are most effective as planning and alignment tools, not post-campaign diagnostics.
They are category-agnostic and designed to apply across most competitive markets. However, outputs should always be interpreted in the context of category dynamics, brand size, and commercial constraints.
Tools are reviewed and updated as new effectiveness research emerges and as we learn from real-world use. Subscribers are notified when material improvements or new tools are released.
Our Case studies:
Moldova
EBS Integrator
Coming soon. Stay tuned!
Romania & Moldova
Tandem
Coming soon. Stay tuned!
Romania
Business Brains Conference
Coming soon. Stay tuned!
Romania
Softia
Coming soon. Stay tuned!