Dan Croxen-John began his career in eCommerce when he launched the UK’s first online mobile phone shop. The website sold exactly 2 phones over the course of the year - and then Orange brought out prepay phones and sales went through the roof. Dan has held senior positions within multichannel retailers, each time increasing their share of revenue from online. He has previously sat on the Catalogue Exchange Advisory (2006), and been an ECMOD Awards Judge (2010 & 2011). In 2009 Dan founded AWA (formerly Applied Web Analytics) and his team have been helping multi-channel businesses increase their website’s conversion ever since. AWA has offices in London, York, South Africa and the USA, and works with big and small clients including Interflora, Dune, Happy Puzzle Company People. Dan holds an MBA and is a Fellow of the IDM.