Latitude, one of Europe’s leading digital marketing agencies (, today announces the launch of a suite of conversion analytics offerings and predicts the industry will be worth £1 billion globally by 2010.

By integrating and utilising four levels of online conversion – web analytics, conversion attribution, usability research and landing page optimisation – the offerings will enable the company to map, influence and increase conversion across marketing channels. To increase its clients’ return on investment (ROI), the analytics will also be used to optimise the integration of online and offline marketing campaigns.

Three-year Latitude veteran Rob Jackson has been tapped to take the role as Head of Conversion Analytics with a dedicated team of seven specialists with the aim to exploit this growth industry. This dedicated team will make Latitude one of the top 10 conversion analytics companies in the UK overnight. The experienced team have the technological and analytical skills combined with strategic insight, having run Latitude digital marketing campaigns for clients such as Bet 365, The Independent and Tesco Personal Finance.

The offering responds to an evolution in the online and traditional marketing industries, both of which have experienced breakthroughs in technology and shifts in customer behaviour due to the recession. The time consumers typically complete the ‘awareness-to-purchase’ journey online, for example, has extended well beyond its typical 20 days, increasing competition for sales as people spend more time researching potential buys.

Alex Hoye, CEO of Latitude comments: “We have been leaders in leveraging analytics to improve client performance for years. However, improved and diverse technologies and client demand made it clear that a dedicated team focused on conversions throughout the funnel and across clients and channels support all of our channel offerings across verticals. The focus on client acquisition has made it clear that the bottleneck to results is not only building the traffic, but also to increasing the percentage of visitors converting once they arrive.”

“Our offerings and team identify what spend is generating sales and what obstacles block conversion – essentially, what we are selling here is performance.”

On the launch of the service, Neil Morgan, VP of Marketing & Channels at Omniture, the world leader in online business optimisation solutions, noted; “Conversion Analytics is a process that every marketer should have in their armoury as budgets tighten. Given Latitude’s extensive experience in maximising conversion through analytics, they are an ideal partner for anyone seeking to improve their online conversion rates.”


Published on: 12:55PM on 1st April 2009