Developing state of the art analytics with the industry’s thought leaders.
“We’re excited about modelling sales from continuous Experience Tracker data as we see three significant advantages over traditional econometric models. One, it’s more holistic: we can take into account word of mouth, store experience and so on in addition to paid-for media. Two, it’s more realistic: we are measuring actual touchpoint exposure, not media spend which is an imperfect proxy for genuine share of voice. Three, it’s more discerning: we can capture the quality of each touchpoint and not just the quantity.”
Professor Hugh Wilson, Cranfield School of Management
Cranfield University, in partnership with MESH Planning, has won a government Knowledge Transfer Partnership (KTP) grant towards a £124k project to develop a new suite of analytic tools. MESH has pioneered the first real-time 360 degree touch point approach (The Real-time Experience Tracker) and this KTP project will facilitate the realisation of new analytics around this unique method of capturing real-time customer insights.
KTP is a government funded scheme which develops long-term, mutually beneficial partnerships between universities and UK companies, providing outstanding career development opportunities for talented graduates.
Professor Hugh Wilson is the academic advisor to MESH Planning’s Programme Development Board and Fiona Blades is a member of the Cranfield MSc Advisory Board.