Activities

The MTL is more than just a teaching space. We are an active lab researching the future of marketing technology, and sharing those insights with industry. 

In addition to the big issues the industry faces, the kinds of questions the MTL is built to answer include:

• whether a common marketing technology use case delivers the value it promises, and for whom 
• where personalisation stops helping a customer and starts unsettling them 
• how people understand and respond to being tracked, sensed and targeted 
• what separates a marketing technology stack that works from one that just costs money 
• how immersion and in-situ advertising impact consumer decision making? 

Our first project, MarTech Pulse, maps the problems industry keeps reporting about marketing technology against what the academic evidence actually shows. The result is a picture of where the evidence is solid, where it's thin, and where the field is running on assumption. It sets the agenda for what the Lab investigates next. 

The Lab runs regular events, from a public launch to smaller working sessions. Some are open, some are for partners, and all are built around seeing the technology at work rather than hearing about it. 

The kinds of events we run:

• partner briefings, where we put early research findings in front of the organisations that helped shape them 
• hands-on workshops with research-backed best practice, for students and industry 
• guest sessions with practitioners and researchers working at the edge of marketing technology 
• student showcases, where teams present work done on real briefs in the Lab 
• research seminars on emerging questions in marketing technology and consumer behaviour 

Much of what the Lab does happens with industry partners. If the research or the work here is close to something your organisation is grappling with, that's usually where a partnership starts.