Where most measurement of the effectiveness of email marketing is through internal measures (sends, opens, clicks, conversions), MX:Monitor measures the effectiveness from the point of view of the person receiving the communications. MX:Monitor is a partnership between Shifting Moon and Blue Tortoise, a partnership that combines considerable experience of CMO life in high tech companies, with expertise on data protection, and a proficiency in pragmatic ways of solving data-related marketing problems. "We found the MX:Monitor programme to be great value for money and it give us an external perspective on our marketing communication which we had not previously had."