Logan Tod & Co

Niche UK specialist in digital analytics and conversion optimisation, acquired by PwC in 2012

Logan Tod & Co was a London-based digital analytics and web optimisation consultancy that operated in the early 2000s through to 2012, building a reputation as one of the UK's leading specialist firms in online measurement, conversion rate optimisation, and digital performance improvement. With a team of approximately 20 consultants, the firm worked with a range of UK and international clients to help them extract actionable insight from web analytics data and improve the effectiveness of their digital channels. The consultancy distinguished itself through deep technical expertise in analytics platforms and a rigorous, data-driven approach to understanding user behaviour online. Its services spanned analytics implementation, tagging strategy, A/B and multivariate testing, and broader digital optimisation programmes — capabilities that were relatively specialist at the time and in high demand as brands began investing seriously in measuring digital ROI. In March 2012, Logan Tod & Co was acquired by PwC and folded into PwC UK's Advisory practice, where its capabilities were integrated into the firm's broader digital and technology consulting offering. The Logan Tod & Co brand was retired following the acquisition, and the company ceased to operate as a distinct entity. The deal reflected the growing strategic importance that major professional services firms placed on digital analytics expertise during that period.