| The following people contributed their hacks, inspiration, and writing to this book: Akin Arikan (www.nettracker.com) is a senior product manager at Sane Solutions responsible for ensuring customer satisfaction and success with the NetTracker line of web traffic analysis solutions. In this role, Akin has worked with many clients over the years on defining and interpreting reports based on their business goals. Akin first stumbled upon the wonderful world of web analytics while working at a leading business intelligence vendor managing enterprise analytic applications. Matt Belkin (www.omniture.com) has been involved in web measurement and business analysis for over a decade. As a former customer of multiple web analytics solutions, he brings real-world experience and a fresh perspective to the industry. He currently serves as the vice president of best practices at Omniture, where his passion and expertise help customers maximize their success. Prior to Omniture, Matt spent time at Macromedia, Adobe, Yahoo!, and JP Morgan. Jason Burby (www.zaaz.com) is director of web analytics for ZAAZ, a full-service online agency specializing in web site development, optimization, and business strategy for Fortune 1000 companies such as Microsoft, Converse, Wachovia, and Hallmark. His team works with tool providers, including WebTrends, Omniture, and HBX, to optimize sites using analytics and testing. Burby frequently speaks at premiere industry events and writes a column for ClickZ. He is co-chair of the Web Analytics Association Metrics/KPI Committee. Xavier Casanova (www.fireclick.com) is Fireclick's co-founder and former chairman, prior to the company being acquired by Digital River in 2004. A recognized expert and innovator in the analytics space, Xavier is a patent holder and pioneered technologies that have advanced the sophistication of analytics, such as real-time path analysis, browser overlay tools, and industry benchmarking. Xavier's client services expertise has also helped highly reputable e-businesses increase revenues through the use of analytics. Bryan Eisenberg (www.futurenowinc.com) is co-founder of Future Now, Inc., co-founder and chairman of the Web Analytics Association and co-author of The Marketer's Common Sense Guide to E-Metrics, Persuasive Online Copywriting, and Call to Action, as well responsible for over 400 ClickZ and GrokDotCom columns on increasing web site conversion rates and measurement. Bryan has been featured in publications such as the Wall Street Journal, Inc. Magazine, and Target Marketing. Chris Grant (www.enlighten.com) is a web analytics strategist at Enlighten in Ann Arbor, Michigan and has been involved in web measurement and technology for years. Ian Houston (www.visioactive.com) is a seasoned Internet consultant with ten years experience in most aspects of developing and supporting large-scale publication web sites. He spent a majority of those years working for Advance Internet as a leader in the tech department: a primary developer of their stats and advertising technologies. Today, he is an independent consultant specializing in web analytic and online advertising systems and practices. When not working, he enjoys exploring and photographing Michigan's many lighthouses with his wife Cindy and their three children, Keira, Liam, and Conlan. Brett Hurt (www.coremetrics.com) is a founder of Coremetrics and a former online retailer who has been fascinated by online customer behavior since 1998. The Web is the most insightful channel of allif you know how to collect and analyze the data. At Coremetrics, he is fortunate to work with 350 retail, financial services, and travel clients to better understand customer behavior. Brett sincerely thanks Marianne Llewellyn, Brant Barton, and Matt Lawson for their many "hack" contributions. Dylan Lewis (www.visualsciences.com) is a consultant for Visual Sciences, LLC, tasked with assisting customers who implement, use, and analyze their data with Visual Site. Dylan is focused on web analytics, organic search engine optimization, pay-per-click advertising, affiliate marketing, Internet advertising, and conversion optimization. Prior to Visual Sciences, Dylan worked at SmartDraw.com, developing ways to increase organic search engine listings, and improve Internet marketing efforts. Jim MacIntyre (www.visualsciences.com) is the CEO of Visual Sciences. Jim started in "site" measurement with the advent of early BBS systems in the 1980s. Jim has been the CTO of five companies, including a multi-billion dollar holding company and the CEO of five companies, including an ISP, a managed services company, and three software companies. Jim is also a partner in a venture capital fund. Jim thanks Aaron Bird and Karen Brothers for helping to produce his hacks. John Marshall (www.clicktracks.com) was exposed to the web as a direct marketing tool early on at Netscape Corporation. He came to web analytics as a practitioner, running online marketing programs and using tools to measure them. Increasingly frustrated with the cost and complexity of the tools available, John founded ClickTracks Web Analytics in 2001 with a mission to make the process simple, the reports understandable, and the data meaningful. Jay McCarthy (www.websidestory.com) has spent the greater portion of his life in the pursuit of innovative technology, and refers to himself as "a recovering techie." For the last six years, he has been instrumental in the evolution of on-demand web analytics and is an acknowledged pioneer in the area of online privacy. Jim Novo (www.jimnovo.com) is a customer analysis consultant with 20 years experience using customer data to increase profits. He was VP of marketing at Home Shopping Network before starting his own consultancy in 1997, with clients such as MBNA Bank, CBS SportsLine, Morrison Homes, Radio Shack, Pfizer, and Tupperware. His book, Drilling Down: Turning Customer Data into Profits with a Spreadsheet teaches managers how to increase sales while lowering marketing costs. Bob Page (www.bobpage.net) was CTO and co-founder of Accrue Software, a pioneer in web analytics. After Accrue, he joined Yahoo!'s Strategic Data Solutions group, building new applications to help make sense of massive amounts of data. In his spare time, he's usually taking a picture of something. John Pestana (www.omniture.com) is the co-founder and executive vice president of customer success for Omniture and is a Web Analytics Association Advisory Board member (Founding). Pestana is one of the pioneers in online analytics, has consulted on e-business strategy for some of the world's most successful web sites, and has been a key driver in Omniture's success, supporting a marquee list of customers such as eBay, Wal-Mart, AOL, ans Overstock.com. Jeff Seacrist (www.webtrends.com) is director of product marketing for WebTrends, responsible for product strategy and go-to-market tactics. A noted new product development expert with companies such as 3M and Qwest, Jeff joined WebTrends in 1999 to develop a hosted business, which today is a substantial part of the WebTrends product portfolio. He has spoken at seminars world-wide on the topic of web analytics. Thanks to Barry Parshall and Clay Moore for their assistance. Dr. Steven Turner (www.analog.cx) is best known as the author of the free weblog file analysis program Analog, which he started writing in 1995 while studying for his PhD in probability at the University of Cambridge, and he is still writing 10 years later. After some years of post-doctoral research at Cambridge, he left in 2001 and became CTO of the new web analytics company ClickTracks. His other claim to fame is that he wrote the very first backgammon page on the Web.
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