Clevertouch Consulting is hoping to change how marketing leaders approach martech performance by introducing of Clevertouch Insight, a research-focused division.
Insight’s programmes MartechIQ(™) and The Mosaic Project, aim to address certain martech challenges. The Mosaic Project is backed by Innovate UK and will be a think tank where academics, technologists, and marketing professionals can collaborate on martech issues.
The effort is led by Professor Rob Angell of the University of Stirling and Joel Harrison of B2B Marketing. The Mosaic Project will produce research in the form of white papers and management strategy documents.
Building a framework for martech success
Clevertouch Consulting currently offers MartechIQ(™), a benchmarking tool that provides a view of an organisation’s martech performance. It was developed with input from ABB, BT, Deloitte, and Robert Walters, and evaluates platform integration, customer experience management, and data handling.
The tool helps marketers identify strengths and areas for improvement in their martech ecosystems, unlike conventional metrics that focus on campaign performance.
Strengthening leadership and expanding collaboration
Clevertouch is expanding its client portfolio, and collaborating in new partnerships with Brooks Macdonald, IFS, Impax Asset Management, Lane Clark & Peacock, Select Health, and ABB Group.
Clevertouch has promoted Kathryn Vaughan to Senior Director of Customer Success, Lily Kowalik to Head of Growth, and Louise Cranfield to Senior Director of Strategy and Programmes. Chris Fowler, who is currently Director of Research & Enablement, will take charge of the company’s research efforts.
Shaping the future of martech
The company says that programmes like The Mosaic Project and MartechIQ(™) can address the gaps in the martech software stack and research in the sector.
Adam Sharp, CEO and co-founder of Clevertouch Consulting said, “Our new think tank is a transformative initiative for the martech industry. By combining insights from academia, leading organisations, and our clients, we’re not just shaping the future of martech but enabling marketers to realise its full potential. MartechIQ(™) exemplifies this by offering a revolutionary approach to understanding integration, customer experience, and performance in a way that’s never been done before.”
(Photo by Unsplash)
See also: Almost half of UK consumers have experience of mobile fraud, malware or cyber attacks
Interested in hearing leading global brands discuss subjects like this in person? Find out more about Digital Marketing World Forum (#DMWF) Europe, London, North America, and Singapore.
