About Robert

about robert shaw

Robert Shaw BA, MA, MSc, PhD, FCIM, FRSA

Consultant, businessman and author of the international best-sellers Marketing Payback, Improving Marketing Effectiveness and Database Marketing, Professor Robert Shaw has a global reputation as a leading authority on finance and marketing, including Value Based Marketing and Customer Relationship Management.

Robert has worked as strategic adviser to Lou Gerstner and Sam Palmisano on IBM’s entry into the global services market and as head of the Marketing Practice at Accenture (under its previous name Andersen Consulting). He has also consulted for many major companies and advised professional bodies all over the world including Barclays, BP, CIMA, Diageo, IBM, IPA, Manchester United, Nestl, Scottish Widows, Unilever and Universal Music.

Currently Professor of Marketing Metrics at Cass Business School, London, Robert is also director of the Value Based Marketing Forum, a consulting firm that offers strategic reviews, analysis and modelling best-practice processes for finance and marketing.

Having authored of over 100 books and papers, Robert is in demand both in the UK and overseas as a conference chairman and keynote speaker. He has been invited to speak at over 250 events in addition to teaching on in-company executive education programmes and MBAs.

US marketing guru Professor Philip Kotler has commented: “Marketers have traditionally been doers; senior managers now want to know what all their doing is accomplishing. Bob Shaw shows the measurements that marketers must now use if they are to regain credibility in the boardroom.”

Robert Shaw’s achievements include:

First person to discover the true cost-econonics of nuclear power (1977)

First to build an industrial scale customer database (1985 - 25 million customers)

Strategic advisor to Lou Gerstner and Sam Palmisano on IBM’s entry into global services market (1995)

First research and report on marketing accountability (1997, sponsored by the Financial Times)

Inventor of the Infinity Performance Model (sponsored by the Chartered Institute of Marketing and the Chartered Institute of Management Accounts)

Advisor to the Chartered Institute of Management Accountants, Chartered Institute of Marketing, Chartered Institute of Procurement and Supply, Direct Marketing Association, Incorporated Society of British Advertisers, Institute of Chartered Accountants of England and Wales and Institute of Practitioners in Advertising..