Simon Lloyd is the co-founder of performance marketing agency Algorithm Agency. Algorithm partners with e-commerce and lead generation clients in sub-Saharan Africa, the United Kingdom and the United States. Lloyd is a true digital veteran, learning his craft in the digital trenches in the UK. Lloyd first started in the music industry, building databases and some of the first websites for major recording artists. Since then, he has worked in the travel, retail, e-commerce and finance verticals on the client-side and agency side. He is obsessed with hard metrics and he is a firm believer in making data-led decisions that lead to greater return on investment.