Robert Shaw (born 1950,
Manchester
Manchester () is a city and the metropolitan borough of Greater Manchester, England. It had an estimated population of in . Greater Manchester is the third-most populous metropolitan area in the United Kingdom, with a population of 2.92&nbs ...
UK) is a business author and consultant in the field of marketing, particularly Marketing performance measurement and management and
Database marketing
Database marketing is a form of direct marketing that uses databases of customers or potential customers to generate personalized communications in order to promote a product or service for marketing purposes. The method of communication can be an ...
.
Life and career
Shaw received his master's degree and Ph.D. at
Cambridge University
The University of Cambridge is a Public university, public collegiate university, collegiate research university in Cambridge, England. Founded in 1209, the University of Cambridge is the List of oldest universities in continuous operation, wo ...
, both in mathematical physics, and he also holds an MSc in
Operations Research
Operations research () (U.S. Air Force Specialty Code: Operations Analysis), often shortened to the initialism OR, is a branch of applied mathematics that deals with the development and application of analytical methods to improve management and ...
. He worked for
Andersen Consulting
Accenture plc is a global multinational professional services company originating in the United States and headquartered in Dublin, Ireland, that specializes in information technology (IT) services and management consulting. It was founded in 19 ...
leading consulting projects and developing new concepts on marketing data and metrics and then in 1989 founded VBMF, his own consulting firm. He has been consulted by many large companies – including
BP,
IBM
International Business Machines Corporation (using the trademark IBM), nicknamed Big Blue, is an American Multinational corporation, multinational technology company headquartered in Armonk, New York, and present in over 175 countries. It is ...
,
Manchester United
Manchester United Football Club, commonly referred to as Man United (often stylised as Man Utd) or simply United, is a professional association football, football club based in Old Trafford (area), Old Trafford, Greater Manchester, Engl ...
,
Nestle and
Unilever
Unilever PLC () is a British multinational consumer packaged goods company headquartered in London, England. It was founded on 2 September 1929 following the merger of Dutch margarine producer Margarine Unie with British soap maker Lever B ...
and has a Brand Leadership Award from the World Brands Congress; CEO Magazine has named him “leading new-generation
business guru
A business guru is a manager that can be defined as 'a person with influential ideas or theories about business'. The earliest use of the term business guru can be tracked back to the 1960s being used in ''Business Week''. There are no existing qu ...
”; the Management Consultants Association and the Chartered Institute of Marketing have both awarded him Book of the Year Author. He is currently an Honorary Professor of Marketing Metrics at
Cass Business School
Bayes Business School, formerly known as Cass Business School, is the business school of City St George's, University of London, located in St Luke's, just to the north of the City of London. It was established in 1966.
Bayes Business School ...
.
Key Ideas
Two key ideas run through most of Shaw's writing.
1. Marketing automation: the idea that the marketing function should embrace IT to improve its efficiency and effectiveness. Shaw has tracked the uses and abuses of IT in marketing for over 20 years and defined best practices in this field.
:* 1988 – Database Marketing
:* 1988 – Survey of Marketing Software Packages
:* 1991 – Computer-Aided Marketing and Selling
:* 1994 – How to Transform Marketing Through IT
:* 2009 – Rethinking the Chain – Make marketing leaner, faster and better
2. Marketing performance measurement and management. Shaw identified the need for marketing to become more measurable and accountable and his researches continue to define best practice in this field.
:* 1997 – Marketing Accountability
:* 1998 – Improving Marketing Effectiveness
:* 1999 – Measuring and valuing customer relationships
:* 2002 – Getting better value from marketing investments
:* 2002 – How to Control Marketing – ICAEW Guide
:* 2005 – Marketing Payback – Is Your Marketing Profitable
:* 2008 – Return on Ideas: Better Results from Finance and Marketing Working Together
[Return on ideas repor]
Cimaglobal.com
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See also
* Customer relationship management
Customer relationship management (CRM) is a strategic process that organizations use to manage, analyze, and improve their interactions with customers. By leveraging data-driven insights, CRM helps businesses optimize communication, enhance cus ...
* Marketing effectiveness
Marketing effectiveness is the measure of how effective a given marketer's go to market strategy is toward meeting the goal of maximizing their spending to achieve positive results in both the short- and long-term. It is also related to marketing ...
* Marketing ROI
Marketing is the act of acquiring, satisfying and retaining customers. It is one of the primary components of Business administration, business management and commerce.
Marketing is usually conducted by the seller, typically a retailer or ma ...
* Demand chain
In business, a demand chain is the understanding and management of customer demand, in contrast to a supply chain. Madhani suggests that the demand chain "comprises all the demand processes necessary to understand, create, and stimulate customer d ...
References
{{DEFAULTSORT:Shaw, Robert
Living people
1950 births
Writers from Manchester