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Clevertouch Consulting hopes to change the way marketing leaders approach martech performance with the introduction of Clevertouch Insight, a research-focused division.
Insight’s MartechIQ(™) and The Mosaic Project programs aim to address specific martech challenges. The Mosaic project is supported 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 from the University of Stirling and Joel Harrison from B2B Marketing. The Mosaic project will produce research in the form of white papers and management strategy papers.
Clevertouch Consulting currently offers MartechIQ(™), a benchmarking tool that provides insight into an organization’s martech performance. Developed with input from ABB, BT, Deloitte and Robert Walters, it assesses platform integration, customer experience management and data processing.
This tool helps marketers identify strengths and areas for improvement in their mart ecosystems, as opposed to conventional metrics that focus on campaign performance.
Clevertouch is expanding its client portfolio and working on 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 director of growth and Louise Cranfield to senior director of strategy and programs. Chris Fowler, currently director of research and support, will lead the company’s research efforts.
The company says programs like The Mosaic Project and MartechIQ(™) can address the gaps in software marts and research in the sector.
Adam Sharp, CEO and co-founder of Clevertouch Consulting, said: “Our new think tank is a transformational initiative for the martech industry. By combining knowledge from academia, leading organizations and our clients, we not only shape the future of martech, but enable marketers to realize its full potential. MartechIQ(™) exemplifies this by offering a revolutionary approach to understanding integration, customer experience and performance in a way that has never been seen before.”
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