Lynchpin secures Guardian web analysis work

UK-- Guardian News & Media (GNM) has retained Lynchpin Analytics to undertake ongoing data analysis of its website, guardian.co.uk.

GNM currently uses the Omniture web analytics tool to track activity on its flagship site and Lynchpin's role is to provider greater insight into how readers arrive at and engage with content.

Lynchpin was initially hired to complete a one-off project. Stephen Dunn, head of technology strategy for GNM said: “The fact that the initial project has been extended is testament to Lynchpin's work and the value of their expertise.”

The analytics firm was recently hired by HMV to understand how online display advertising drives purchase behaviour on the retailer's e-commerce site.

Author: Brian Tarran