Cranfield and MESH to Develop Analytics Tool

In the UK, Cranfield University and communications research agency MESH are to collaborate on the development of a suite of analytics tools, assisted by a government 'Knowledge Transfer Partnership' (KTP) grant.

The £124k grant is part of a government-funded scheme which develops long-term partnerships between universities and companies.

The tools will be based around the MESH 360 degree touch point approach (TROI), which enables advertisers to measure all consumer interactions with their brands in real-time, through mobile phones.

Participants use their mobiles to send simple codes reporting every interaction they have with a brand in real-time and assigning it with a positive/negative emotional rating and purchase intent rating. This enables brands to track how, when and via which channels they interact with consumers.

'TROI Experience Data has the potential to revolutionise our understanding of how people's experiences with brands drive sales,' stated Professor Hugh Wilson at Cranfield School of Management. 'We are excited by the prospect of developing some truly ground-breaking approaches through our collaboration with MESH.'

As part of the funding, MESH and Cranfield are recruiting a KTP Associate to work with them on this long-term assignment.

'With more and more clients coming to us for continuous Experience Tracking, it is essential that we build a suite of state-of-the-art analytic tools,' adds MESH co-founder Fiona Blades

Web sites: www.meshplanning.com and www.som.cranfield.ac.uk .