Lynchpin is an independent analytics consultancy.

Founded in 2005, we help organisations use data to accelerate growth, increase sales & marketing efficiency and improve customer experience.

Our Capabilities and Services

Lynchpin integrates data science, engineering and strategy capabilities to solve our clients’ analytics challenges. Our services span the full data lifecycle from technology architecture and integration through to advanced analytics and machine learning to drive effective decisions.

By bringing together complementary expertise we help improve long term analytics maturity while delivering practical results in areas such as multichannel measurement, customer segmentation, forecasting, pricing optimisation, attribution and personalisation.

Our Approach and Independence

We customise our approach to address each client’s unique situation and requirements, extending and complementing their internal capabilities.

Our practical experience enables us to effectively bridge the gaps between commercial, analytical, legal and technical teams. The result is a flexible partnership anchored to clear and valuable outcomes for our clients.

We operate independently of vendors to enable us to focus solely on what is in our clients’ best interests, deploying our deep expertise in digital marketing, data science and CRM technologies across on-premise, hybrid and cloud deployments.

Our People

Lynchpin is proud to be 100% privately owned by the management team. Team members also head up our key capabilities functions, meaning that at least one of them works on every client project. This means that the people you work with also own and run the business, resulting in instant accountability. Let us introduce ourselves.

Andrew Hood


Anne Sargeant

Data Science Director

Gary Douglas

Strategy & Engineering Director

Our History

Lynchpin was founded in 2005 by Andrew Hood, who remains the majority shareholder today. Lynchpin began life as analytics software developed by Andrew for a search marketing agency, which he then productised and implemented for brands like Thomas Cook, Hotel Chocolat and M&S Money.

The Lynchpin team developed pioneering marketing attribution modelling functionality, signing up Experian as its first customer. We also worked with HSBC on performance management for consumer banking and rolled out analytics training globally with Econsultancy.

The next few years saw us diversify into new industries as we welcomed HMV, The Guardian and Canon, to the Lynchpin fold, all from our Edinburgh office.
Lynchpin is “Highly Commended” in the Econsultancy Innovation Awards for integrating digital and customer data.

In 2013 we opened our London office and continued to develop new vertical propositions, bringing John Lewis Financial Services, Edinburgh Airport, Ticketmaster and Dixons Carphone Warehouse on board.

Recent years have seen us strengthen our management team, develop new portfolio services like PRISM and Data Strategy, as well as expanding our Edinburgh and London footprints by moving into larger offices.

Client Testimonials

Client success story: Marketing Attribution with Hotel Chocolat

Andy Kilbane, Director of Customer Analytics & Insight at Hotel Chocolat, discusses how we assist Hotel Chocolat in delivering data-driven marketing attribution.

Read more about Marketing Attribution

Careers at Lynchpin

We are a friendly but driven team at Lynchpin. Recruiting and developing new talent is our lifeblood. If you enjoy a challenge, like a fast-paced, client-centric environment, and want to learn from outstanding practitioners in our field, why not get in touch?


Our team of experts would love to chat through any data and analytics challenges you might have.

Get in touch and let's explore how we can help.