As an independent consultancy, we are ideally placed to work on challenges that sit across the sales and marketing funnel and have no vested interest in the investment in any specific channel.
Effectively channelling sales and marketing investment for the short and the long term is an ongoing challenge for most organisations.
While digital channels bring a sense of immediate transparency and accountability, often the understanding of their real impact as part of the broader marketing mix is less clear cut.
And when customer interactions span channels and platforms, potentially over an extended timeframe, that challenge becomes amplified.
The Solution
Understanding – We always start by understanding the customer journey and making sure the right dots are joined in terms of measuring key sales and marketing interactions.
Modelling – Our data science team are experts in various approaches that can directly increase return on sales and marketing investment. We often combine marketing attribution and media mix modelling with broader econometric models to help clients optimise their investment at both the macro and micro level.
Prediction – For business to business (B2B) organisations, we can use lead scoring and other predictive methods to help focus sales resource onto the most valuable prospects with the highest probability of success. And for businesses for whom word of mouth and social are key channels, we can overlay sentiment analysis to help get to the crux of what is working and not working.
Execution – Sales and marketing execution processes are often unexplored facets of efficiency. Our strategic consulting and data engineering capabilities enable us to help optimise the business and technical processes involved and make our recommendations truly actionable.
Why Lynchpin?
As an independent consultancy, we are ideally placed to work on challenges that sit across the sales and marketing funnel and have no vested interest in the investment in any specific channel. We are also able to bring a short and a long-term perspective: a short term “optimisation” could in fact be at the expense of longer-term brand power.
Our team pioneered early digital marketing return on investment tracking solutions in the late nineties and have been consistent leaders in marketing attribution over the past decade.
Our objective is not to try and build a better black box algorithm to beat another black box algorithm; it’s to provide the right customised approach help your organisation in a transparent way you can embed into your business for continuing success.
While we recognise and apply the power of machine learning in our approaches to help evolve and automate models, we don’t believe that should be at the expense of overlaying vital human intelligence and context. And our senior team brings that in spades, having worked in and trained a diverse set of sales and marketing teams globally.
Client Testimonials
Lynchpin help us unlock the millions of data points we have and turn them into valuable insight, which we use on a daily basis to improve our traffic, customer journey and sales performance. Their data scientists don’t just support our internal data and analytics team, they are genuinely commercial and committed to understanding our business, which means the outputs are always in line with our company strategy!
They have worked alongside us for nearly three years to support us through our data maturity and had a major impact in turning us from a company with data, to a data driven decision making company. We value our relationship with Lynchpin and fully expect our partnership to be a longstanding one.John Donnellan, Ecommerce Director, Canon
For over eight years, Lynchpin have provided expert support across the web analytics’ piece for John Lewis Finance. Whether it’s building actionable dashboards, advanced reporting and visualisation, deep dive analytics, data engineering and tagging specs, or designing complex attribution models, Lynchpin prove themselves again and again as highly experienced and competent. They have led and driven our analytics strategy and played an essential role in our business growth. Highly personable, their consultants are well known within the office and I would recommend them as a trusted 3rd party business partner.Adam Taylor, Partner & Web Manager, John Lewis Financial Services
The PRISM model guides organisations and marketers to move towards not just identifying and satisfying customer requirements, but using data and analysis to anticipate and predict their needs.Michelle Goodall, Social Media and Digital Transformation Consultant, Econsultancy
We have partnered with Lynchpin for several years now and they have played a key role not just in delivery of day-to-day and project-based initiatives but also in development of our solution design and data collection architecture. Lynchpin’s depth and breadth of expertise and experience as well as their non-partisan ethos – not being tied to specific solution providers – has enabled us to understand both the benefits and the potential pitfalls of different solutions and designs. As a result we have very solid data quality and that’s reflected in the quality of the insight we are able to serve to the business. The team at Lynchpin are flexible, supportive and great colleagues to have. They are a highly valuable part of the extended LexisNexis team.Michele David, Lead Product Owner, LexisNexis Risk Solutions
Over the past 5 years, I have worked almost continuously with Lynchpin on various data engineering and analytics projects. They are adept at navigating complex business requirements and helping you to really ‘look under the bonnet’ and understand the power of your data.
We have a great partnership with the team at Lynchpin, they are a valuable support to our business strategy with their extensive experience and knowledge of data engineering.
Throughout a complex website re-platforming project which combined a standard and subscription customer proposition, Lynchpin helped us build an analytics infrastructure which not only met the brief it also went that extra mile to future-proof us.Michelle Corp, Head of eCommerce, Lily’s Kitchen
We have enjoyed working with Lynchpin for a number of years now and they very much feel a part of the team. Their in-depth analytics expertise and experience, alongside the ability to fit in with our ways of working have proved invaluable to us.Adnan Chaudhry, Head of Marketing Analytics, Emirates
Case studies
As an independent, full-service analytics consultancy, our team are flexible – equipped with a range of practical experience, skill, and commercial awareness.
For an independent and objective analysis of sales pipeline, customer journey and marketing effectiveness, you need the right analytics partner. Sales and marketing efficiency projects deliver transformative results. Talk to us today to find out how.
