What marketing & architecture have in common? In both worlds you need to build your masterpiece on a solid (scientific) foundation, otherwise you're in a world of trouble. These "First Principles" are more often forgotten in marketing, however, which is why many of today's marketing campaigns tend to be shots in the dark, rather than well-thought strategic initiatives.

In the season finale of Half Wasted I'm inviting Evidence-Based Marketing mastermind Wiemer Sneijder to discuss what we can learn from marketing literature, and how the role of marketing research can usher us into the post-cookie era in marketing.