Web analytics entrepreneur

Peter Sanborn
Principal, Web Analytics, Microsoft Corporation

Peter has been in the digital marketing industry for the past 10 years. Microsoft.com is the 5th most trafficked web site in the world and serves a diversity of audiences coming from various job roles, company sizes, and geographic locations. His team deals with both the successes and challenges of running a web analytics program for such a huge and multi-functional site on a daily basis.

In addition to digital marketing and web analytics experience, Peter brings many years of experience working on non-profit boards. He understands the tension between the aspirations of a group with common vision and the reality of limited resources to bring that vision to market.

Vice President
John Lovett
Senior Partner, Web Analytics Demystified

John Lovett is a Senior Partner at Web Analytics Demystified, a consulting firm focused on digital measurement strategy. He has over a decade of experience analyzing and evaluating web technologies. Since joining Web Analytics Demystified in December of 2009, Mr. Lovett has declared his quest to become a change agent for web analytics by questioning the status quo of vendor measurement practices; challenging clients to fully develop their strategic vision for measurement; and driving the industry to collectively embark on advancement.

Prior to joining Web Analytics Demystified, Mr. Lovett was a Senior Analyst at Forrester research, where he conducted research on web analytics, testing and optimization technologies. He is widely recognized as an expert on measurement technologies. Currently, Mr. Lovett is co-authoring a study on Social Marketing Analytics, where he will introduce a new framework for measuring social media. This research will provide social marketers with a pragmatic approach to measuring the success of the social media marketing initiatives.

Chairman of the Board
Jim Sterne
Target Marketing consultant, author and eMetrics Summit conference producer

As a Founding Director and President since 2004, Jim has been instrumental in the appointment of the first Board of Directors, the Advisory Board and the development of the Education Committee and its programs. Jim is the Association’s spokes person and chief cheer-leader, leading the organization to deliver on its mission – uniting and educating analytic professionals, consultants, practitioners and educators.

Jim Sterne produced the world’s first Marketing on the Internet seminar series in 1994. Today, Sterne is an internationally known speaker on electronic marketing and customer interaction. A consultant to Fortune 500 companies and Internet entrepreneurs, Sterne focuses his 20 years in sales and marketing on measuring the value of a web site as a medium for creating and strengthening customer relationships.

Sterne has written five books on Internet advertising, marketing, and customer service including, his most recent, Web Metrics: Proven Methods for Measuring Web Site Success.

Jodi McDermott
Vice President, Product Management, comScore

Jodi has been working in Web Analytics since 2002 and joined comScore as the Sr. Director of Product Management in March of 2010 where she is responsible for developing and managing comScore’s census based measurement products and services including their web analytics platform, Digital Analytix. Prior to joining comScore, Jodi served as Director of Data Strategy and Analytics for Clearspring Technologies where she was responsible for utilizing data to develop and test business models and drive product strategy for the Clearspring widget platform and AddThis sharing products.

She is an active member of the Digital Analytics Association, a frequent speaker at the eMetrics Marketing Optimization Summit and OMMA Metrics and Measurement. Jodi graduated from Pepperdine University with a B.S. in Business Administration and holds an MBA from American University with an emphasis in Finance and Management of Global Information Technology.

Vicky Brock
Co-Founder Highland Business Research

Vicky Brock is Co-Founder of Highland Business Research, an intelligence agency based in Scotland.

Vicky was Co-Chair of the DAA International Committee and has delivered DAA Basecamp training in Washington and San Francisco. She contributed to the UBC Web Analytics Certificate program and is Course Director in EMarketing and Web Value Optimization for the University of the Highlands and Islands.

She regularly speaks at conferences on web analytics and online research, with recent sessions including eMetrics, the Research 2008 Conference, the Internet Marketing Conference and ITB Berlin.

Her clients include the Scottish Government, HP and VisitScotland. When Vicky isn’t working, teaching or blogging, she tends to be busy maximising the floral return on investment from her garden.

Shari Cleary
VP of Strategic Insights & Research, Viacom Entertainment Group, Viacom Media Networks

Shari Cleary has more than 12 years of experience in Web analytics and is currently the vice president of strategic insights & research in the Viacom Entertainment Group at Viacom Media Networks. In this role, she is responsible for all Web analytics for Comedy Central Digital, Spike Digital and TV Land Digital. Cleary is a long time Digital Analytics Association member who co-founded the DAA Media Special Interest Group, and was a recent finalist for the DAA’s Practitioner of the Year Award. Prior to joining Viacom Media Networks, Cleary was a digital marketing consultant for Visual Sciences (acquired by Omniture) and worked closely with Media and Content customers to optimize their Web analytics. She was also the director of research for CBS Digital Media from 2002-2006. Cleary was first introduced to digital media research when she joined Media Metrix (acquired by comScore) in 1999. At Media Metrix, she was a research analyst and was also responsible for training Media Metrix analysts worldwide. Cleary has spoken at numerous industry conferences including Emetrics Summits and Stanford’s Web Publishing Conferences. She graduated from Binghamton University’s School of Management in 1997.

June Dershewitz
Director of Web Analytics and Customer Insight, Apollo Group

June Dershewitz enjoys helping companies improve their practice of web analytics. She held her first web analyst job at a San Francisco startup in 1999 and has worked in the field ever since. Between 2004 and 2007 she took freelance consulting assignments with enterprise clients such as Oracle, CNET, Wells Fargo and Blue Shield. In 2007 she joined the leadership team at Semphonic, a top web analytics consultancy. She has been a member of the Digital Analytics Association since its inception in 2005, serving on the Education and Social Media Committees. As an original instigator of Web Analytics Wednesday, she continues to organize and attend WAW events throughout the Bay Area. She has spoken at conferences such as eMetrics, XChange and the Optimost Optimization Summit. She blogs at june.typepad.com.

Joe Megibow
Vice President and General Manager, Expedia US

Joe Megibow is currently the VP & General Manager of US Operations at Expedia, the world’s leading online travel provider.

In his role, Joe has global responsibility for Expedia’s mobile initiatives, including Mobiata, the leading provider of mobile travel apps. Joe also oversees e-commerce optimization activities including leading-edge site conversion optimization techniques, marketing, site, and customer analytics, and site experimentation. Finally, Joe has product management responsibility for core eCommerce flows, including product search and checkout. He joined the Expedia, Inc. family in 2006, heading up Online Marketing and Customer Experience for hotels.com.

Joe earned a bachelor’s degree in Electrical Engineering from Cornell University and a MBA from the University of Chicago.

Dennis R. Mortensen
CEO & Founder, Visual Revenue

Dennis R. Mortensen is a pioneer and expert in the Web Analytics industry, having worked in the field of internet analysis and statistics since 1996. He is an accredited Associate Web Analytics Instructor – University of British Columbia and a frequent speaker on the subject of analytics and online marketing. He was the COO of IndexTools, a top tier enterprise analytics vendor, until it was acquired by Yahoo! Inc. in May 2008. You can follow his insights on web analytics and online marketing on his blog: VisualRevenue.com/blog.

Bob Page
Vice President Data & Analytics Platform, eBay

As eBay’s vice president of Data & Analytics Platform, Bob Page brings more than 15 years of passion for analysis to the world’s largest online marketplace. Bob leads eBay’s data and analytics infrastructure, and is responsible for the strategy and policies that power data-driven decisions.

From data warehouse and business intelligence solutions to advanced analytics and custom insights, Bob delivers solutions for strategic use of data. Bob joined eBay from Yahoo!, where he led analytics teams across a broad range of responsibilities. He has been active in analytics since 1996, when he was co-founder, CTO and VP of Product Development for Accrue Software, a provider of large-scale web analytics. He is a frequent speaker at industry events, and serves on the eMetrics advisory council.

Bob occasionally posts to his blog at bobpage.net, and is @bobpage on Twitter.

Ed Wu
Marketing Director, dell.com optimization

Ed is the Head of Online Analytics & Testing at Dell’s Global Consumer Online. He is leading a global team of talented analytics and testing managers to optimize Dell’s multi-billion-dollars consumer online business. He also oversees the testing program across Dell’s Global Consumer and Small Business Division with the mission to become the best in class benchmark in the industry. Ed is the DAA 2009 Championship first place winner and the author of Managing Analytics blog. His prior experience includes marketing strategy, business intelligence, competitive pricing, strategic consulting and sales management. Ed graduated from Ross School of Business, University of Michigan and currently lives in Austin, Texas with his wife and two children.

Alex Yoder
CEO, WebTrends

As CEO, Alex is responsible for worldwide operations and the overall strategic vision of WebTrends. Prior to his appointment as CEO, Alex spent the past seven years serving in key management positions at WebTrends, with his last role being vice president of sales, North America. During his tenure at WebTrends, Alex has successfully worked to expand the brand and deliver business value to global enterprises. His time at WebTrends tops off more than 20 years of global business experience spanning leadership roles across sales, marketing and operations. Additionally, Alex also served as vice president of sales for Touch Clarity, a behavioral targeting company. He holds a Bachelor of Arts in English literature from Whitman College.

Executive Director

Executive Director
Mike Levin
Digital Analytics Association

DAA’s first full time Executive Director is Mike Levin who began his position on March 1, 2010. Mike has served in executive positions in association management for more than 25 years, and has represented companies ranging in size from multi-national to start-up.

Named to the Atlanta Business Chronicle’s list of “Who’s Who in the Technology Industry” for six consecutive years, before coming to DAA Mike’s previous positions include Executive Director of the Oracle Applications Users Group, Executive Director of the Southeast Council of the AeA (American Electronics Association, now TechAmerica) and President of the US Office of the International Coffee Organization. Mike has also led association advocacy programs at the local, state and national governmental levels.

As the President of the US office of the International Coffee Organization he managed a nationwide field marketing force and was responsible for marketing, promotion and education programs across the US. Mike led the nationwide effort to produce the world’s first frozen coffee drink.

In addition to serving in executive positions in trade associations, Mike has owned and operated two small businesses.

He also has served as Governmental Affairs and Marketing Manager for a solar energy program, as a legislative assistant in the Florida House of Representatives, Grants Coordinator and Program Manager for the Florida Department of Community Affairs, and as Assistant City Manager in Portage, Michigan.

Mike is actively involved as a judge in FIRST Robotics Competition. He has a Masters Degree in Administration from Florida State University and a Bachelor’s Degree in Communications from the University of Florida.

Directors Emeritus

Bryan Eisenberg
BryanEisenberg.com – New York, NY

Bryan Eisenberg is the co-author of the Wall Street Journal, Business Week, USA Today and New York Times bestselling books Call to Action, Waiting For Your Cat to Bark? and Always Be Testing. Bryan has been the keynote speaker for Search Engine Strategies, Shop.org, Direct Marketing Association, MarketingSherpa, E-consultancy, Webcom, SEM Konferansen Norway and the Canadian Marketing Association. He is also the co-founder and Chairman Emeritus of the Digital Analytics Association. Bryan serves as an advisory board member of Search Engine Strategies, the eMetrics Marketing Optimization Summit and several venture capital backed startup companies (ie. Bazaarvoice, iPerceptions, UserTesting.com, ClickEquations, etc.).

Bryan Eisenberg is the recognized authority and pioneer in online marketing, improving online conversion rates, Persuasion Architecture, and persona marketing. Bryan was recently recognized by eConsultancy members as one of the top 10 User Experience Gurus and and he was selected as one of the inaugural iMedia Top 25 Marketers.

Bryan has been featured expert by The Wall Street Journal and the The New York Times and been quoted in Business 2.0, CXO Europe, Advertising Age, CNN, Forrester Research, Jupiter Research, Miami Herald, Publish, Internet Advertising Report (IAR), Chicago Business Tribune, Inc Magazine, Entrepreneur, Target Marketing, DM News, Microsoft’s bCentral, MarketingSherpa, the Toronto Star, Smart Money & Internet Retailer for his thought leadership in the critical area of internet marketing and improving online conversion rates.

In 1998, Bryan co-founded FutureNow Inc., the company has been helping businesses generate more engagements, leads, subscriptions, and sales with its unique framework he helped develop, Persuasion Architecture®. Bryan’s proudest professional accomplishments are the thousands of companies, students and clients, including HP, NBC Universal, GE, WebEx, Overstock and Dell, that have consistently enjoyed dramatic improvement in sales.

Richard Foley
Currently, Richard Foley is a World Wide Product Manager and Strategist for SAS Institute, a leader in customer analytics. As product manager Richard’s primary function is to gather user requirements and to pontificate the necessity for better web analytics. Richard is also a firm believer in aligning web strategies with corporate strategies. Richard has had numerous speaking engagements about web analytics from sitting on panels such as Council of American Survey Research Organization, to keynote speaker at a Business Intelligence Forum.

Richard Foley has been active in the Web Analytics community since 1996 where he worked on implementing web analytics standards and KPIs for Medscape, now part of WebMD.

Before entering the new fast growing field of Web Analytics, Richard worked as a Risk Manager at a large financial intuition, and as a self employed contractor for Risk Management. The knowledge gained as a Risk Manager was provided Richard with a unique understanding of how important proper business strategies are in running an organization.

Andrea Hadley
Andrea Hadley has a long history as a leading Canadian web marketer, consultant and industry advocate having founded two professional associations, a web marketing conference in 2001 and a consultancy NetSetGo Marketing Ltd in 1999. After shepherding the International Internet Marketing Association (IIMAOnline.org) through its first five years, Andrea went on to become a founding Director of the Digital Analytics Association where she continues to serve as co-Chair of Education and Facilitator of the Media Special Interest Group. Today, Andrea’s commitment to knowledge sharing and the advancement of the web marketing industry continues as Conference Director and partner of eMetrics Canada where she leads the Advisory Board and is responsible for the planning and programming of all content, speaker selection and logistics.

Alex Langshur
Senior Partner, Cardinal Path

Alex manages Cardinal Path, a web analytics / site optimization consulting firm dedicated to helping clients realize the full potential and value of their online channel. He has worked with and led web analytics and online performance measurement initiatives for clients in the public, private, non-profit and education sectors. Alex is the past President of the Digital Analytics Association. He has been a speaker at many conferences and teaches web analytics courses for DAA Base Camp and Web Manager University.

Neil Mason Director of Analytical Consulting, Foviance
Neil joined Foviance as part of an acquisition of Applied Insights for whom he was director and co-founder. With 25 years of in-depth industry experience in marketing analytics and strategy, Neil leads Foviance’s analytical consulting practice. This delivers an enhanced digital marketing analytics capability to both Foviance’s and Applied Insights existing and future clients.

Neil is one of the world’s leading analytics gurus and he has a big reputation. He holds an MBA from Kingston Business School, a Diploma in Business and Economic Forecasting and currently serves on the Board of Directors of the Digital Analytics Association, the global industry body for digital analytics professionals. Some of the events Neil has either spoken at or run workshops on and written articles for are: Ad-Tech, Econsultancy, Emetrics, ClickZ, Information Age, Finnish DM association Summit, Retail Bulletin, Internet Markting, Digital Cream, Omniture Summit, ICT Forum event, Web Analytics Wednesday, UPA (Usability Professionals Association).

Seth Romanow, Partner, Elite Analytics
Mr. Romanow brings over 20 years of experience in integrated and digital marketing, data and analytics and marketing operations. He has been recognized twice by B2B Magazine as a Top 100 Marketer and is a founding board member and currently President of the Digital Analytics Association. Most recently, Seth was VP, CMO for Rainmaker Systems, a leading business services company. He was responsible for managing all Rainmaker client and corporate marketing efforts and inside sales. His responsibilities included helping Rainmaker customers achieve their revenue goals through effective integrated marketing programs. Before joining Rainmaker, Seth led the Customer Intelligence organization for Microsoft.com. There managed web analytics, customer data, behavioral targeting and business intelligence platforms and services. Seth also held a number of marketing management positions in prominent companies including Hewlett-Packard, where he led the Customer Knowledge Management and Analytics organization. He also has broad management experience in advertising and marketing, holding leadership positions at Wunderman/Y&R, EuroRSCG, BBDO, and Bates USA managing client relationships with well-known brands such as Microsoft, Apple, Intel, Sprint and MM Mars. Seth received his MBA in Marketing from New York University, Stern School of Business and holds an AB in Political Science and Russian Studies from Occidental College in Los Angeles. He has been a featured speaker at eMetrics Summits, Ad:Tech, the DMA, the Omniture Summit and various other conferences.

Rand Schulman
Rand is considered by many a new marketing and media pioneer and innovator. In his twenty years as a high technology executive he has led world known brands like Software Publishing/Harvard Graphics and is credited with many transformational products and solutions; from the early PC-based paint and draw systems to creating one of the first DTP products. In 1996 he founded and was CEO of Keylime Software, one of the first Web Analytic applications (acquired by Yahoo); was an executive at NetIQ/WebTrends, and was the CMO of WebSideStory through its 2004 IPO until 2007. Most recently he was General Manger Internet Products at Unica and is currently CMO of Insideview. He was named one of the Top 100 BtoB marketing executives by BtoB Magizine, is a regular speaker on digital marketing topics and is widely quoted in national publications. He is a founder and past board member of the Digital Analytics Association, and currently sits on the board of several companies and is a partner in his consulting firm, Rand Schulman Partners.

When not on mountain trails with his bike, which is most of the time while he’s not in the office, you will find him somewhere in or on the water, sailing off the coast or in the surf zone.


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