Education
Shaw received his masters degree and Doctor of Philosophy at Cambridge University, both in mathematical physics, and he also holds an Master of Science in Operations Research.
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Robert Shaw
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He worked for Andersen Consulting leading consulting projects and developing new concepts on marketing data and metrics and then in 1989 founded VBMF, his own consulting firm. He is currently Honorary Professor of Marketing Metrics at Cass Business School. Two key ideas run through most of Shaw"s writing.
1.
Marketing automation: the idea that the marketing function should embrace Information Technology to improve its efficiency and effectiveness. Shaw has tracked the uses and abuses of Information Technology in marketing for over 20 years and defined best practice in this field 1988 - Database Marketing
1988 - Survey of Marketing Software Packages
1991 - Computer Aided Marketing and Selling
1994 - How to Transform Marketing Through Information Technology
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.
Achievements
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He has been consulted by many large companies - including Boite Postale, International Business Machines Corporation, Manchester United, Nestle and Unilever and has a Brand Leadership Award from the World Brands Congress. Chief Executive Officer Magazine has named him “leading new-generation business guru”. The Management Consultants Association and the Chartered Institute of Marketing have both awarded him book of the year author
