Going back to schoolTo better understand these issues, and develop a robust model for assessing campaign success, it can be helpful to go back to school – forming a Knowledge Transfer Partnership (KTP) which would allow to access the knowledge and expertise available within UK Universities and Colleges.
Getting beneath the surfaceWhile all businesses regard themselves as ‘experts’ in their chosen industry, input from an objective third-party organisation provides an element of superiority to the claim. By partnering with such institutions, you will be adding a level of academic rigour that would simply not be available to without the KTP. Not only do they provide us with the tools for research and data analysis, but they also offer guidance on other elements such as software engineering and product development. Forming a KTP is beneficial for both the company partner and knowledge-based partner. Working in partnership with the university adds another dimension to research and analysis, giving a unique opportunity to help shape the future of your industry and, in particular, getting a better, more holistic view of buyer behaviour. Mike Flynn is CEO at Fast Web Media.
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