Shaw received his master's degree and Ph.D. at Cambridge University, both in mathematical physics, and he also holds an MSc in Operations Research.
He has been consulted by many large companies – including BP, IBM, Manchester United, Nestle and Unilever and has a Brand Leadership Award from the World Brands Congress; CEO Magazine has named him “leading new-generation business guru”; the Management Consultants Association and the Chartered Institute of Marketing have both awarded him Book of the Year Author.
He is currently an Honorary Professor of Marketing Metrics at Cass Business School.
Shaw has tracked the uses and abuses of IT in marketing for over 20 years and defined best practices in this field.
Shaw identified the need for marketing to become more measurable and accountable and his researches continue to define best practice in this field.