THE BEGINNING Matt Trimmer started ivantage in 2002. Matt had the vision to start an Internet marketing agency that focused on website traffic generation, traffic analysis and traffic conversion. Matt always wanted to run his own business and was inspired to do so in search marketing by Danny Sullivan. Matt had benefited from Danny’s search engine marketing consulting when working as a Product Marketing Manager at OSM Software – a British venture capital funded start-up. In 2003, ivantage applied to became an Urchin reseller as a result of reading Dr. Brian Clifton’s Compelling Urchin Software review. In 2005, after successfully becoming a reseller, Google acquired Urchin Software Corporation and ivantage became one of only four Google Analytics Certified Partners in the UK. Matt was one of only 14 people at the original Google Analytics Summits along with Dr Brian Clifton, Holgar Temple, Anders Ibsen, Justin Cutroni and a number of others that have since left the the analytics industry. ivantage became more and more focused on Google Analytics and Matt Trimmer became a Google Seminar leader in 2009, listed on Google.com with only 14 others – authorised to train exclusively for Google’s Seminars Success programme. THE NEW VISION ivantage as an agency suffered a major set-back in 2013 when its biggest paid search customer - Blockbuster - went into administration owning ivantage thousands of pounds. Matt restructured the business and focused on his passion and new, invigorated vision – to provide in-depth, in-detail practical education and personal development to digital professionals. Welcome to ivantage – digital enlightenment.