Applied Insights was founded in 2004 by Neil Mason and John McConnell. Neil and John had each been running their own analytical consulting practices for two years prior to setting up Applied Insights together.
Neil Mason
Neil has been involved in marketing analysis for more years than he cares to remember having started off his career at ACNielsen helping major FMCG brands understand the effectiveness of their marketing programmes.
Neil got involved in web analytics over 7 years ago when he moved from the agency side to the client side as Chief Knowledge Officer at QXL. Neil became Chief Marketing Officer for QXL in 2001 and got the opportunity to practice what he preached by putting customer insights and analysis at the core of the marketing strategy.
At Applied Insights, Neil consults with major businesses about using web analytics and other data to improve online business performance. Neil is also a frequent speaker at web analytics conferences and events and contributes a regular column at ClickZ.
In May 2007 Neil was elected as a Director to the Board of the Web Analytics Association, with responsibility for International aspects.
John McConnell
John’s working career has encompassed a mixture of roles combining business analytics and IT since 1986. In 1989 John joined SPSS and his career there included many dimensions in consultancy and management roles. He spent a number of years configuring and applying analytical methodologies to a variety of client-specific business problems. These ranged from ad-hoc analyses through to multi-user high-end, analytical solutions with Predictive Modelling technology.Since SPSS John has been the founding partner in several new ventures combining consultancy and technology, in various business intelligence contexts, with a particular focus on statistical and data mining approaches.
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