Category Archives: measurement

Harvard Business Review: Better customer insight – in real time

Real time experience tracking: How it works We’ve been working with MESH Planning for the past 3 years to develop the analytics around the unique real time experience tracking tool they developed.  A paper drawing on this work appeared in … Continue reading

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Challenges of measuring and improving marketing effectiveness

 At the 10 May 2012 meeting of the Cranfield Customer Management Forum, participants were asked the following question: “List one challenge you are having with measuring and improving marketing effectiveness in your organisation” We identified five broad themes which we … Continue reading

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Improving marketing effectiveness

We’re looking forward to the forthcoming Cranfield Customer Management Forum meeting on 10th May.  The theme of the event is “Improving Marketing Effectiveness”. It’s all very well not knowing which half of your marketing spend is wasted, but at times … Continue reading

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