3 Strategies to Demolish the Data Silos
Joined-Up Measurement is the vital yet challenging bedrock to multichannel marketing.
The results of the 2011 Econsultancy & Lynchpin Online Measurement & Strategy Survey highlight significant barriers to joining up online and offline data, and joining up data to strategy in general.
In this session we frame the challenges and demonstrate practical solutions to 3 key multichannel marketing aspirations:
· I need a single version of the truth
· I need to attribute offline customer value to online interactions
· I need to make this stuff actionable
About the speakers
Andrew Hood, Founder and Managing Director , Lynchpin
Andrew Hood is founder and managing director of Lynchpin, a web analytics consultancy with clients including Experian, Turner Broadcasting , HSBC, Reed Business Information and Lloyds Banking.
Andrew's marketing 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 agency.
