About Andrew Hood
Andrew Hood is founder and managing director of Lynchpin, an online measurement and analytics consultancy with clients including IPC Media, Cadbury, Schuh, Canon, Experian, Turner Broadcasting, HSBC, Reed Business Information and Lloyds Banking.
Andrew's career began in 1999 at All-Hotels.com, where he developed the systems that led to All-Hotels becoming one of the biggest e-commerce sites in Scotland, selling for £1.425m in 2002 to Online Travel Corporation, now owned by Lastminute.com.
He then joined search company Ambergreen, where he developed one of the first online return on investment tracking systems, for the emerging online marketing sector. In 2005 he launched Lynchpin as an independent web analytics business.
About Big Data: Does Size Matter?
Great: analytics has a new pointless buzzword. Arguably web analytics has always been “big” data, but are we getting diminishing returns on our accumulation of digital data?
We’ll look beyond the spin to consider some practical considerations vital to getting business value from this ever increasing “wealth of data”
· In a world where we attempt to measure every customer interaction, why are we still so session focused in our analysis?
· What does “attribution” really mean?
· Do big questions need big data?