Clevertouch secures Innovate UK grant to launch research arm

Clevertouch Consulting secures Innovate UK [££] grant to launch research arm and first-of-its-kind Martech measurement platform

• ‘Clevertouch Insight’ will bring together academia, customers, researchers and technologists to support marketers with the latest research and insights
• The first research initiative sees Clevertouch launch MartechIQ(™), a benchmarking methodology that goes beyond metrics to help clients understand Martech and measure ROI

Hampshire, UK; [12th December 2024]: Clevertouch Consulting, Europe’s leading marketing technology consulting and service provider, has today launched Clevertouch Insight, a new dedicated Martech research capability to support marketing leaders in better understanding, benchmarking and improving their Martech performance.

This new research arm of Clevertouch launches with two initiatives - MartechIQ™ and The Mosaic Project, a think tank that brings together a select group of the brightest and most passionate minds in Martech.   

Backed by Innovate UK, part of the UK Research & Innovation fund, The Mosaic Project will bring together academics, customers, researchers, technologists and marketers to discuss and develop marketing technology pain points, challenges and opportunities for further research and investigation. This will be chaired by Professor Rob Angell of the University of Stirling, with Joel Harrison of B2B Marketing as a key contributor to the project, with the objective to support the development of white papers, management articles, service initiatives and product development around key focus areas of Martech.

One such product development that has already emerged from Clevertouch Insight is MartechIQ™, a first-of-its-kind initiative to help clients understand the performance of their Martech and benchmark against other organisations. MartechIQ(™) was developed to create an academic research-backed methodology to measure Martech performance with the support of organisations including ABB, Ascential, BT, Deloitte and Robert Walters. It extends beyond typical campaign metrics to help marketers assess and analyse factors like the level of platform integrations, how well they manage customer experience and the effectiveness of their data management.

Powering Martech growth

As part of its ongoing growth, Clevertouch also announces a stream of new client logos, including Brooks Macdonald, IFS, Impax Asset Management, Lane Clark & Peacock, Select Health and ABB Group.

To further support this expansion, Clevertouch has promoted Kathryn Vaughan to Senior Director of Customer Success, Lily Kowalik to Head of Growth and Louise Cranfield to Senior Director of Strategy and Programmes to lead on large marketing transformation projects. Martech Enablement and Training specialist, Chris Fowler, takes up a new senior role as Director of Research & Enablement to spearhead the business’s new research initiatives.

Adam Sharp, CEO and co-founder of Clevertouch Consulting, commented: “Our new think tank is a transformative initiative for the Martech industry. By combining insights from academia, leading organisations and our clients, we’re not just shaping the future of Martech but enabling marketers to realise its full potential. MartechIQ™ exemplifies this by offering a revolutionary approach to understanding integration, customer experience and performance in a way that's never been done before."

MartechIQ™ is available to existing Clevertouch clients, with its full public release in February 2025. Find out more and register your interest here: https://clever-touch.com/martechiq/registerinterest