About Matthew Tod
Matthew Tod is a Partner within the Consulting division of PwC, leading the company’s Digital Analytics and Optimisation team.
Prior to joining PwC, Matthew was CEO of Logan Tod & Co, the UK’s leading online performance and optimisation consultancy. PwC acquired Logan Tod & Co in March 2012 to spearhead its digital analytics growth and enhance its strategy and consumer offering. Matthew has worked with many clients including ASDA, Argos, Debenhams, Sony, BSkyB, Vodfone, Sainsburys, Google, Shop Direct and Nestle.
Before launching Logan Tod & Co in 2002, Matthew was Chief Executive at digital marketing agency Publicis NetWorks, London, a subsidiary of Publicis Groupe.
Matthew holds a B.Sc. (Hons) in Biotechnology from Kings College London University and an MBA from Warwick University. Matthew regularly speaks at industry events including Econsultancy’s JUMP, Retail Business and Technology Expo, ECMOD 360, and for the IDM.
About Good-bye Web Analytics, Hello Digital Intelligence!
Historically online consumer behaviour has been derived from user interaction with websites, and analysed using web analytics tools. However, with the explosion of devices, apps, and social media, and the growing volume of data now available, web analytics is no longer a suitable primary online insight tool.
The complexity of customer behaviour, the growing number of channels now available, the offline impact of online activity, and the increasing importance of digital are just some of the forces demanding a fundamental rethink of how value is generated from analytics.
In this session Matthew will:
· Explore issues associated with current measurement methods
· Explain how businesses can advance towards improved consumer behaviour insight
· Advise how to develop ‘Digital Intelligence’ capabilities