In a move towards bolstering evidence-based marketing, Mutinex has announced its sponsorship of the Ehrenberg-Bass Institute for Marketing Science, a centre focused on marketing research.

This partnership is positioned by the two entities as a commitment to evidence-based marketing, attempting to foster a more data-driven approach in the field.

Henry Innis, CEO and co-founder of Mutinex, expressed his enthusiasm for the collaboration, saying, “The work of the Ehrenberg-Bass Institute and its science-based approach to marketing correlates strongly with the work we do at Mutinex.”

As part of the sponsorship, Mutinex plans to contribute data to the Institute’s research agenda, subject to their customers' permission. This move is designed to enrich the Institute's research resources, potentially leading to more comprehensive and insightful findings in the field of marketing science.

Professor Byron Sharp, Director of the Ehrenberg-Bass Institute, expressed gratitude for the support from Mutinex.

“Our commitment to advancing marketing science through rigorous academic research continues to be our primary focus, and sponsorships like these provide valuable resources that contribute to our ongoing research efforts,” he said.

The collaboration aims to lead to more robust and reliable marketing strategies, driven by scientific research and hard data.