A Masterclass in Metrics

For this weeks Fig Lunch, the strategists were treated to a masterclass in brand analytics by industry veteran Robert Shaw. With over 25 years commercial experience working with Chief Executives and board members of the likes of BP, IBM, Manchester United and Universal Music - the Figs were all ears. Bringing a scientific precision to subjects that are often quite fuzzy (he was previously a nuclear scientist) Robert used real life examples to illustrate the benefits and pitfalls of conventional marketing research and how with a fresh approach, he was able to help IBM make the shift from products and solutions, to services and consulting. As investments in brand and marketing will have to work harder in a more austere 2011, Robert's ability to quantify risk and return will no doubt be an invaluable asset for key decision makers and leaders of business. A very big thank you to our guest for an eye opening and informative session!