Please download the slides from the event here.

This event offers you the opportunity to come and networking with other alumni interested in Marketing. The evening will comprise of a lecture ( speaker to be confirmed) followed by an opportunity to network over drinks. There will be an opportunity for networking in advance of the lecture with the discussion of the following question, ‘If money were no object, what marketing-related project could our two companies run together?’

Date: Tuesday 9th October
Time: 18.30 – 20.30 
Venue:  Royal Society, 6-9 Carlton House Terrace London SW1Y 5AG

The goal of the Cranfield Marketing Club is to create an informal platform to exchange knowledge and experience about marketing related topics.  The Club is an initiative led by Executive MBA students, supported by the Alumni Relations & Development Office and open to all Cranfield students, alumni and faculty.


18:30 – Arrival & networking activities

19:00 – Welcome & Introduction (Manfred Bortenschlager/Paul Baines)

19:10 – Meaning in numbers: a narrative approach to marketing measurement (Claire Spencer and Tony Quinlan)

19:50 – Measuring Marketing Effectiveness for Success (Paul Lee)

20:20 – Q&A

20:30 – Close and informal drinks in pub for those who want to continue the conversation

Talk Abstracts

“Meaning in numbers: a narrative approach to marketing measurement”


Collecting stories around customers’ experiences of a brand offers a real alternative to traditional market research. Seeing how customers’ lives are affected by a brand offering can illuminate opportunities to enhance the brand or resolve underlying issues before they become problematic. For many of us in research, we have an innate - and appropriate - skepticism around “anecdotal evidence” but this latest approach supercedes that to provide real, actionable data based on fast analysis of thousands of narratives. This then helps marketers to better assess the ‘keep doing’, ‘stop doing’ and ‘start doing’ for their marketing communication.

Co-presented by:

Claire Spencer

Chief Counter

i to i research

Tony Quinlan

Chief Storyteller


“Measuring Marketing Effectiveness for Success"


The evolution of buyer behaviour now requires marketers to think and act differently to effectively influence the different stages of the sales funnel (for engagement and revenue creation).

Presented by:

Paul Lee

Regional Sales Director


Speaker Bios

Claire Spencer, FCIPR Visiting Fellow, Marketing, Cranfield University

Claire is Chief Executive and founder of i to i research, a research consultancy specialising in insights and measurement around how people interact with brand communications.

Previous to this, Claire worked in advertising and ran her own Public Relations consultancy.

Over her 25 year career, Claire has been involved in some of the most high profile communication campaigns including the privatisation of British Telecom and London’s bid to hold the 2012 Olympics.

Claire set up i to i research in 2001 and has advised a number of global corporations such as, Philips and Pfizer, NGOs/charities and governments on how to optimise their communication effectiveness.

In 2005 Claire was invited by the London 2012 Olympic Bid team to provide the research that proved instrumental in showing public support for London hosting the games. The case study is featured in ‘Marketing’ the Oxford University Press textbook on marketing co-authored by Dr Paul Baines.

Claire was a contributor to a recent seminal work on communications effectiveness, “Datamine.03 New Models of Marketing Effectiveness”; published jointly by the Institute of Practitioners in Advertising and the World Advertising Research Center in 2011 it casts new light on channel integration.

As well as her work evaluating brand campaigns, she also works in conflict countries around the world which includes extensive travel. Recent countries include Afghanistan and Sudan.

Claire is a Fellow of the Chartered Institute of Public Relations (CIPR) and a Chartered Communications Practitioner.

Tony Quinlan

Tony is Chief Storyteller and founder of Narrate, a unique organisation that has been developing tools for working with narrative since its formation in 2000. Tony himself has 25 years experience in communications, having started in the Press Office of the Internatiaonal Stock Exchange just weeks before the 1987 crash. Since then, he’s driven public relations for Hewlett-Packard, IBM, UNICEF and many others, both as in-house client and external consultant.

He has been a regular speaker on aspects of communications, chairing conferences and giving keynotes for many years. Until recently, he was also a leading member of The Medinge Group, an international branding thinktank.

He is at the forefront of new techniques to understand audiences, to identify new developments in fast shifting environments and to develop low-cost, highly effective approaches to taking advantage of opportunities. Basing his work on developments in cognitive neuroscience, complex systems and resilience thinking, he is regularly invited to closed-door conferences to support results-focused innovation in organisations.

Recent projects have included sales improvement with Pfizer, improving audience communications with World Health Organisation and online marketing with internet provider easynet. He is also a regular consultant to governments on policy issues.

Paul Lee

Paul Lee is Regional Sales Director for Eloqua, the leader in marketing automation and revenue performance management technology. Paul’s 20-year sales career has been spent within the high tech, media & publishing industries. Today he supports customers with improving demand generation, sales & marketing alignment, enhancing marketing effectiveness and efficiencies alongside Eloqua best practice methodologies.

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