Robert Shaw (born 1950,
Manchester
Manchester () is a city in Greater Manchester, England. It had a population of 552,000 in 2021. It is bordered by the Cheshire Plain to the south, the Pennines to the north and east, and the neighbouring city of Salford to the west. The t ...
UK) is a business author and consultant on the field of marketing, particularly Marketing performance measurement and management and
Database marketing Database marketing is a form of direct marketing using 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 any addr ...
.
Life and career
Shaw received his master's degree and Ph.D. at
Cambridge University
, mottoeng = Literal: From here, light and sacred draughts.
Non literal: From this place, we gain enlightenment and precious knowledge.
, established =
, other_name = The Chancellor, Masters and Schola ...
, both in mathematical physics, and he also holds an MSc in
Operations Research
Operations research ( en-GB, operational research) (U.S. Air Force Specialty Code: Operations Analysis), often shortened to the initialism OR, is a discipline that deals with the development and application of analytical methods to improve deci ...
. He worked for
Andersen Consulting
Accenture plc is an Irish-American professional services company based in Dublin, specializing in information technology (IT) services and consulting. A ''Fortune'' Global 500 company, it reported revenues of $61.6 billion in 2022. Accentur ...
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,
Manchester United
Manchester () is a city in Greater Manchester, England. It had a population of 552,000 in 2021. It is bordered by the Cheshire Plain to the south, the Pennines to the north and east, and the neighbouring city of City of Salford, Salford to ...
,
Nestle and
Unilever
Unilever plc is a British multinational consumer goods company with headquarters in London, England. Unilever products include food, condiments, bottled water, baby food, soft drink, ice cream, instant coffee, cleaning agents, energy drink, t ...
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, University of London, located in St Luke's, just to the north of the City of London. It was established in 1966, and it is consistently ranked as one ...
.
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 process in which a business or other organization administers its interactions with customers, typically using data analysis to study large amounts of information.
CRM systems compile data from a ra ...
* 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
Return on marketing investment (ROMI) is the contribution to profit attributable to marketing (net of marketing spending), divided by the marketing 'invested' or risked. ROMI is not like the other ' return-on-investment' (ROI) metrics because m ...
* Demand chain
The term demand chain has been used in a business and management context as contrasting terminology alongside, or in place of, " supply chain". Madhani suggests that the demand chain "comprises all the demand processes necessary to understand, crea ...
References
{{DEFAULTSORT:Shaw, Robert
Living people
1950 births
Writers from Manchester