Guardian News & Media (GNM) has retained Lynchpin Analytics to undertake ongoing data analysis of its award-winning website, guardian.co.uk. Lynchpin was initially hired to complete a one-off project but the results have proved so valuable to GNM that the project has been extended long term.
This move by GNM indicates the increasing sophistication and complexity of online analytics. GNM currently uses the Omniture web analytics tool and Lynchpin has been tasked with providing greater insight into how readers arrive at and engage with guardian.co.uk.
Andrew Hood explains: “We are delighted to be working with GNM. They are constantly finding new ways to innovate and engage with their community and it’s a privilege to work on the UK’s most popular newspaper website.”
Stephen Dunn, Head of Technology Strategy for Guardian News & Media comments: “Lynchpin has a powerful track record in the analytics sector and we are keen to work with specialists that can deliver results and help us understand our users. The fact that the initial project has been extended is testament to Lynchpin’s work and the value of their expertise.”
This news follows a recent announcement of Lynchpin’s first project with HMV and the contract consolidates the company’s position as a major provider of web analytics services for top UK businesses such as M&S Money, Vodafone and Cadbury.
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