The analytics sector is at a critical point in its development. Millions have been invested in analytics software but that software is failing to deliver the insight for business strategy it promised.
This has created a massive disconnect between the analytics sector and what business needs. Research last month by Lynchpin and E-consultancy shows as many as 80 percent of companies do not tie online analytics to business strategy.
In partnership with rapid learning company Knexus, Lynchpin is tackling this issue head on to help companies understand the effectiveness of their online spend and how to use analytics to shape business strategy.
Andrew Hood, MD of Lynchpin, will host live webcasts, on-demand downloads and offline roundtable sessions in his role as web analytics expert for Knexus.
The Knexus community helps leading brands such as B&Q, Dell, Cadburys, Norwich Union, Shire, GSK and Shell develop their digital marketing knowledge.
On 3 July Hood will act as industry expert at a Knexus peer group session in London on "Improving online performance with a convergent approach to customer insight, experience and analytics".
This gathering is exclusive to Gold level users with representatives already confirmed from Scottish & Newcastle, Scottish Enterprise, Cisco, Tourism Ireland, Bupa, Cadburys, Norwich Union, Eon and Post Office attending.
Hood will also host a Knexus live webcast entitled, "How to measure in a multichannel environment" on 2 July.
Andrew Hood said: "This is a great opportunity to help companies truly understand web analytics and how important it is to their overall business strategy.
“Being involved with Knexus as an industry expert will allow me direct access to companies trying to lead the way in digital marketing.”
Knexus offers learning programmes covering 12 modules. Experts are selected based on work with major brands and their position as active practitioners in their chosen field.
Graeme Foux, founder and CEO of Knexus said: "My impression is that companies are very aware of the importance of analytics but they don't always do the best job managing it."
"We are very happy to have Andrew on board as our analytics thought leader and are sure he'll help our clients quickly learn how to use it effectively."
Lynchpin is leading the way by providing the business consultancy and online strategy needed to unlock the potential of analytics software.
 May 2008 - Joint study of over 700 UK businesses by E-consultancy and Lynchpin.