Registration is now open for ACCELERATE 2014 in Atlanta, Georgia on September 18th. Reserve your spot today at Eventbrite — tickets are only $99 USD!

Proven Experience

Web Analytics Demystified only employs the "best of the best", and our full-range of analytics and optimization services have helped more Fortune 500 and Global 2,000 firms than any other consultancy in the world.

Learn more about our analytics and optimization service offerings!

"Team Demystified"

Web Analytics Demystified now offers the world's only managed analytics and optimization staffing program, allowing you to expand your team with Demystified vetted, trained, and supported resources.

Learn more about "Team Demystified" or how how you can join our team!

Legendary Support

Between Web Analytics Wednesday, the Analysis Exchange, and our ACCELERATE conference, Web Analytics Demystified has continually supported the analytics community since 2005.

Learn more about Web Analytics Demystified's longstanding commitment to the web analytics community!

Demystifying Analytics

Web Analytics Demystified is run by the best known names in the digital analytics and optimization industry. Adam Greco, John Lovett, and Eric T. Peterson form the core of a team with over 100 years of collective experience.

Learn more about our team, our work, and our commitment to client success!

At Web Analytics Demystified we are always happy to take your call, regardless of whether we are the right solution for you or not. The easiest way to contact Web Analytics Demystified is by emailing us directly or calling the main office between 9 AM and 4 PM Monday through Friday (Pacific Standard Time, GMT -8:00)

Our office address is P.O. Box 13303 Portland, OR, USA 97213 and each of the Web Analytics Demystified Partner's contact information is listed with their profile below.

The Web Analytics Demystified Partners

The Partners and Senior Partners at Web Analytics Demystified are the most accomplished, most respected, and most experienced consultants working in the digital measurement and optimization industry today. Five published books, hundreds of presentations, thousands of articles written, and tens of thousands of hours consulting with the best known companies in the world give our clients an advantage they cannot find elsewhere.

Eric T. Peterson, Senior Partner and Founder

Eric T. Peterson is author of Web Analytics Demystified, Web Site Measurement Hacks and The Big Book of Key Performance Indicators and a long-time member of the web analytics community. He frequently presents on web analytics and is often cited in articles about digital measurement. In the past Mr. Peterson has worked with well-known brands like Microsoft, HP, Cisco, Best Buy, Disney, LEGO, CBS and CBS News, and ESPN. More recently, Mr. Peterson has founded The Analysis Exchange, a completely new way to gain experience with digital measurement.

Eric Peterson

John Lovett, Senior Partner

John Lovett is a veteran industry analyst and expert consultant who has spent the past decade helping organizations to understand and measure their digital marketing activities. Lovett regularly consults with leading vendors and enterprises to offer strategic guidance for building innovative digital measurement programs. His deep industry knowledge and forward thinking perspective help both vendors and clients alike to transcend mediocrity by changing the shape of business using strategic measurement practices. Currently, Lovett is the President of the Digital Analytics Association and is the author of Social Media Metrics Secrets.

John Lovett

Adam Greco, Senior Partner

Adam Greco is a longstanding member of the web analytics community who has consulted with hundreds of clients across every industry vertical. Mr. Greco began his web analytics career managing the website for the Chicago Mercantile Exchange and then became one of the founders of the Omniture Consulting group. While at Omniture, Mr. Greco managed accounts large and small and helped clients maximize their use of Omniture technologies. In 2012, in partnership with Adobe, Mr. Greco published the first-ever book on Adobe SiteCatalyst - The Adobe SiteCatalyst Handbook: An Insider's Guide.

Adam Greco

Brian Hawkins, Senior Partner

Brian Hawkins has been in the Optimization and Personalization space for many years supporting dozens of clients both big and small across every industry vertical. Brian started his Personalization career at Offermatica in San Francisco where he was a member of the Advanced Services team. Brian continued his support of clients when Offermatica (now Adobe Test&Target) was acquired by Omniture and then by Adobe as a Senior Solutions Consultant. During these years, he architected solutions across many platforms to drive additional value and opportunity for clients.

Brian Hawkins

Kevin Willeitner, Partner

Formerly with the Adobe Consulting group, Mr. Willeitner is a recognized expert in Adobe SiteCatalyst, Adobe Discover, Adobe Insights and the Adobe ReportBuilder dashboard management platform. While Kevin focuses in all industry verticals, he has held leadership roles in the retail space, frequently presenting at Adobe conferences. Kevin leads Web Analytics Demystified's implementation and integration practice, helping clients across all platforms derive the greatest possible value from their investment in analytics.

Kevin Willeitner

Michele Kiss, Partner

Michele Kiss is a recognized digital analytics leader, with experience in web, mobile, marketing and social analytics. Her experience ranges across a variety of verticals, including ecommerce, telecommunications and technology, automotive, restaurant, travel and home building, as a client-side, consultant and agency practitioner. Michele leads Web Analytics Demystified's analysis and analyst mentoring practice, helping our clients to dramatically reduce the "time to insight" associated with their investment in analytics.

Michele Kiss

Josh West, Partner

Josh West has implemented Adobe SiteCatalyst and Google Analytics on nearly 100 websites, for dozens of clients in nearly every industry vertical. He quickly became one of the implementation thought-leaders in the Omniture Consulting group, and most recently was an invaluable member of the online marketing team, managing all technical aspects of web analytics, testing and optimization, and online advertising. Josh leads Web Analytics Demystified’s tag management and custom development practices, and is also an expert in using the APIs of web and social analytics tools to make your data available wherever you need it.

Adam Greco

Tim Wilson, Partner

Tim Wilson has been working in digital analytics for over 12 years in a diverse range of environments and with a wide range of analytics platforms. He has been a consistent contributor of pragmatic thinking on digital analytics topics for almost six years through his highly regarded blog and, for the past year, as a monthly contributor to Practical Ecommerce magazine. He has become a regular and sought after speaker at industry events, including ACCELERATE, eMetrics, and Digital Analytics Association (DAA) Symposiums.

Adam Greco

If you're not sure which Partner to reach out to, you can email us all directly!

Our Work in the Analytics Industry

Web Analytics Demystified has been fortunate to have worked across the globe with many of the best known organizations working in digital today. Our clients include the brands you know and love, companies that are building a better tomorrow, and technologies that we cannot live without. While circumspect about sharing client names publicly, current and past clients include:

  • The most popular search engine on the planet
  • The largest dedicated outlet for home improvement goods in the U.S.
  • The largest dedicated outlet for consumer electronics goods in the U.S.
  • The largest network of pet foods and pet supplies in the U.S.
  • The largest provider of in-home pizza delivery in the world
  • The largest and best known overnight delivery service in the world
  • The largest aggregator of travel and accommodations options in the world
  • The largest software company in the world
  • The two largest consulting services companies in the world
  • The two largest manufacturers of home and business networking technology in the world
  • The two best known athletic brands in the world
  • The three largest manufacturers of home and personal computers in the world
  • The four of the largest insurance firms in the U.S.
  • The five of the best known brands for women's clothing in the world

And many, many more. Despite the small size of our firm, the Partners at Web Analytics Demystified have been fortunate to be able to help over 200 companies, organizations, and groups in the past seven years. When you add in our support for non-profit groups and organizations via the Analysis Exchange this number swells to over 500.

Contact us today to learn how our work can help your business!

Our Commitment to Client Success

At Web Analytics Demystified we take measurement seriously. We've staked our careers on the fact that digital data can create a foundation for business success. Yet achieving success requires more than placing tags on a page or allocating a part time resource to email everyone spreadsheets.

Success with web analytics begins with understanding the business culture, the appetite for data, and the drivers for change within the organization.

We believe that turning web analytics from a cost center into a profit center requires allocating resources to implement, manage and maintain a strategic measurement program that is capable of transcending data collection and reporting to arrive at insights and actionable outcomes. Our experience with some of the greatest brands in the world has taught us that success demands rigor and process to ensure efficiency across repeatable methods of quantifying success.

We love technology, but view it as secondary to the organizational and resource requirements.

Our philosophy is that organizations need help to align these components to develop a sustainable long-term strategy for using digital data to drive business forward. We’ve made it our business to help these organizations understand the complexity of analytics and to use data for competitive advantage.

If you've been sold on the idea that developing a successful, sustainable, and scalable web analytics organization would be easy, please call us. We've made it our job to demystify web analytics and help our clients overcome hyperbole to experience real success through digital measurement.

Contact us today to learn about our commitment to client success!

Analytics Educators

Web Analytics Demystified are among the most respected analytics educators in the digital measurement and optimization industry. We have literally written the book on web analytics.

Learn more about our "Advanced Analytics Education" series!


Recent Blog Posts

Welcome to Team Demystified: Nancy Koons and Elizabeth Eckels!
Eric T. Peterson, Senior Partner

I am delighted to announce that our Team Demystified business unit is continuing to expand with the addition of Nancy Koons and Elizabeth “Smalls” Eckels. Our Team Demystified efforts are exceeding all expectation and are allowing Web Analytics Demystified to provide truly world-class services to our Enterprise-class clients at an entirely new scale.

Continue reading this article ... ... more from Eric T. Peterson

When to Use Variables vs SAINT in Adobe Analytics
Adam Greco, Senior Partner

In one of my recent Adobe SiteCatalyst (Analytics) "Top Gun" training classes, a student asked me the following question: When should you use a variable (i.e. eVar or sProp) vs. using SAINT Classifications? This is an interesting question that comes up often, so I thought I would share my thoughts on this and my rules of thumb on the topic.

Continue reading this article ... ... more from Adam Greco

5 Tips for #ACCELERATE Exceptionalism
Tim Wilson, Partner

Next month’s ACCELERATE conference in Atlanta on September 18th will be the fifth — FIFTH!!! — one. I wish I could say I’d attended every one, but, sadly, I missed Boston due to a recent job change at the time. I was there in San Francisco in 2010, I made a day trip to Chicago in 2011, and I personally scheduled fantastic weather for Columbus in 2013.

Continue reading this article ... ... more from Tim Wilson

I’ve Become Aware that Awareness Is a #measure Bugaboo
Tim Wilson, Partner

A Big Question that social and digital media marketers grapple with constantly, whether they realize it or not: Is "awareness" a valid objective for marketing activity?

I’ve gotten into more than a few heated debates that, at their core, center around this question. Some of those debates have been with myself (those are the ones where I most need a skilled moderator!).

Continue reading this article ... ... more from Tim Wilson

Advanced Conversion Syntax Merchandising
Adam Greco, Senior Partner

As I have mentioned in the past, one of the Adobe SiteCatalyst (Analytics) topics I loathe talking about is Product Merchandising. Product Merchandising is complicated and often leaves people scratching their heads in my "Top Gun" training classes. However, many people have mentioned to me that my previous post on Product Merchandising eVars helped them a lot so I am going to continue sharing information on this topic.

Continue reading this article ... ... more from Adam Greco

Team Demystified Update from Wendy Greco
Eric T. Peterson, Senior Partner

When Eric Peterson asked me to lead Team Demystified a year ago, I couldn’t say no! Having seen how hard all of the Web Analytics Demystified partners work and that they are still not able to keep up with the demand of clients for their services, it made sense for Web Analytics Demystified to find another way to scale their services. Since the Demystified team knows all of the best people in our industry and has tons of great clients, it is not surprising that our new Team Demystified venture has taken off as quickly as it has.

Continue reading this article ... ... more from Eric T. Peterson

SiteCatalyst Unannounced Features
Adam Greco, Senior Partner

Lately, Adobe has been sneaking in some cool new features into the SiteCatalyst product and doing it without much fanfare. While I am sure these are buried somewhere in release notes, I thought I’d call out two of them that I really like, so you know that they are there.

Continue reading this article ... ... more from Adam Greco

Hello. I’m a Radical Analytics Pragmatist
Tim Wilson, Partner

I was reading a post last week by one of the Big Names in web analytics…and it royally pissed me off. I started to comment and then thought, “Why pick a fight?” We’ve had more than enough of those for our little industry over the past few years. So I let it go.

Except I didn’t let it go.

Continue reading this article ... ... more from Tim Wilson

Competitor Pricing Analysis
Adam Greco, Senior Partner

One of my newest clients is in a highly competitive business in which they sell similar products as other retailers. These days, many online retailers have a hunch that they are being “Amazon-ed,” which they define as visitors finding products on their website and then going to see if they can get it cheaper/faster on This client was attempting to use time spent on page as a way to tell if/when visitors were leaving their site to go price shopping.

Continue reading this article ... ... more from Adam Greco

How to Deliver Better Recommendations: Forecast the Impact!
Michele Kiss, Partner

One of the most valuable ways to be sure your recommendations are heard is to forecast the impact of your proposal. Consider what is more likely to be heard: "I think we should do X ..." vs "I think we should do X, and with a 2% increase in conversion, that would drive a $1MM increase in revenue ..."

Continue reading this article ... ... more from Michele Kiss

ACCELERATE 2014 “Advanced Analytics Education” Classes Posted
Eric T. Peterson, Senior Partner

I am delighted to share the news that our 2014 “Advanced Analytics Education” classes have been posted and are available for registration. We expanded our offering this year and will be offering four concurrent analytics and optimization training sessions from all of the Web Analytics Demystified Partners and Senior Partners on September 16th and 17th at the Cobb Galaria in Atlanta, Georgia.

Continue reading this article ... ... more from Eric T. Peterson

Product Cart Addition Sequence
Adam Greco, Senior Partner

In working with a client recently, an interesting question arose around cart additions. This client wanted to know the order in which visitors were adding products to the shopping cart. Which products tended to be added first, second third, etc.? They also wanted to know which products were added after a specific product was added to the cart (i.e. if a visitor adds product A, what is the next product they tend to add?). Finally, they wondered which cart add product combinations most often lead to orders.

Continue reading this article ... ... more from Adam Greco

7 Tips For Delivering Better Analytics Recommendations
Michele Kiss, Partner

As an analyst, your value is not just in the data you deliver, but in the insight and recommendations you can provide. But what is an analyst to do when those recommendations seem to fall on deaf ears?

Continue reading this article ... ... more from Michele Kiss

Overcoming The Analyst Curse: DON’T Show Your Math!
Michele Kiss, Partner

If I could give one piece of advice to an aspiring analyst, it would be this: Stop showing your "math". A tendency towards "TMI deliverables" is common, especially in newer analysts. However, while analysts typically do this in an attempt to demonstrate credibility ("See? I used all the right data and methods!") they do so at the expense of actually being heard.

Continue reading this article ... ... more from Michele Kiss

Making Tables of Numbers Comprehensible
Tim Wilson, Partner

I'm always amazed (read: dismayed) when I see the results of an analysis presented with a key set of the results delivered as a raw table of numbers. It is impossible to instantly comprehend a data table that has more than 3 or 4 rows and 3 or 4 columns. And, "instant comprehension" should be the goal of any presentation of information — it's the hook that gets your audience's brain wrapped around the material and ready to ponder it more deeply.

Continue reading this article ... ... more from Tim Wilson

Automating the Cleanup of Facebook Insights Exports
Tim Wilson, Partner

This post (the download, really — it’s not much of a post) is about dealing with exports from Facebook Insights. If that's not something you do, skip it. Go back to Facebook and watch some cat videos. If you are in a situation where you get data about your Facebook page by exporting .csv or .xls files from the Facebook Insights web interface, then you probably sometimes think you need a 52" monitor to manage the horizontal scrolling.

Continue reading this article ... ... more from Tim Wilson

The Recent Forrester Wave on Web Analytics ... is Wrong
Eric T. Peterson, Senior Partner

Having worked as an industry analyst back in the day I still find myself interested in what the analyst community has to say about web analytics, especially when it comes to vendor evaluation. The evaluations are interesting because of the sheer amount of work that goes into them in an attempt to distill entire companies down into simple infographics, tables, and single paragraph summaries.

Continue reading this article ... ... more from Eric T. Peterson

Funnel Visualizations That Make Sense
Tim Wilson, Partner

Funnels, as a concept, make some sense (although someone once made a good argument that they make no sense, since, when the concept is applied by marketers, the funnel is really more a "very, very leaky funnel," which would be a worthless funnel — real-world funnels get all of a liquid from a wide opening through a smaller spout; but, let’s not quibble).

Continue reading this article ... ... more from Tim Wilson

Reenergizing Your Web Analytics Program & Implementation
Adam Greco, Senior Partner

Those of you who have read my blog posts (and book) over the years, know that I have lots of opinions when it comes to web analytics, web analytics implementations and especially those using Adobe Analytics. Whenever possible, I try to impart lessons I have learned during my web analytics career so you can improve things at your organization.

Continue reading this article ... ... more from Adam Greco

Registration for ACCELERATE 2014 is now open
Eric T. Peterson, Senior Partner

I am excited to announce that registration for ACCELERATE 2014 on September 18th in Atlanta, Georgia is now open. You can learn more about the event and our unique "Ten Tips in Twenty Minutes" format on our ACCELERATE mini-site, and we plan to have registration open for our Advanced Analytics Education pre-ACCELERATE training sessions in the coming weeks.

Continue reading this article ... ... more from Eric T. Peterson

Current Order Value
Adam Greco, Senior Partner

I recently had a client pose an interesting question related to their shopping cart. They wanted to know the distribution of money its visitors were bringing with them to each step of the shopping cart funnel.

Continue reading this article ... ... more from Adam Greco

A Guide to Segment Sharing in Adobe Analytics
Tim Wilson, Partner

Over the past year, I've run into situations multiple times where I wanted an Adobe Analytics segment to be available in multiple Adobe Analytics platforms. It turns out…that's not as easy as it sounds. I actually went multiple rounds with Client Care once trying to get it figured out. And, I’ve found "the answer" on more than one occasion, only to later realize that that answer was a bit misguided.

Continue reading this article ... ... more from Tim Wilson

Currencies & Exchange Rates
Adam Greco, Senior Partner

If your web analytics work covers websites or apps that span different countries, there are some important aspects of Adobe SiteCatalyst (Analytics) that you must know. In this post, I will share some of the things I have learned over the years related to currencies and exchange rates in SiteCatalyst.

Continue reading this article ... ... more from Adam Greco

Linking Authenticated Visitors Across Devices
Adam Greco, Senior Partner

In the last few years, people have become accustomed to using multiple digital devices simultaneously. While watching the recent winter Olympics, consumers might be on the Olympics website, while also using native mobile or tablet apps. As a result, some of my clients have asked me whether it is possible to link visits and paths across these devices so they can see cross-device paths and other behaviors.

Continue reading this article ... ... more from Adam Greco

The 80/20 Rule for Analytics Teams
Eric T. Peterson, Senior Partner

I had the pleasure last week of visiting with one of Web Analytics Demystified’s longest-standing and, at least from a digital analytical perspective, most successful clients. The team has grown tremendously over the years in terms of size and, more importantly, stature within the broader multi-channel business and has become one of the most productive and mature digital analytics groups that I personally am aware of across the industry.

Continue reading this article ... ... more from Eric T. Peterson

Ten Things You Should ALWAYS Do (or Not Do) in Excel
Tim Wilson, Partner

Last week I was surprised by the Twitter conversation a fairly innocuous vent-via-Twitter tweet started, with several people noting that they had no idea you could simple turn off the gridlines.

Continue reading this article ... ... more from Tim Wilson

Omni Man (and Team Demystified) Needs You!
Adam Greco, Senior Partner

As someone in the web analytics field, you probably hear how lucky you are due to the fact that there are always web analytics jobs available. When the rest of the country is looking for work and you get daily calls from recruiters, it isn’t a bad position to be in! At Web Analytics Demystified, we have more than doubled in the past year and still cannot keep up with the demand, so I am reaching out to you ...

Continue reading this article ... ... more from Adam Greco

A Useful Framework for Social Media "Engagements"
Tim Wilson, Partner

Whether you have a single toe dipped in the waters of social media analytics or are fully submerged and drowning, you’ve almost certainly grappled with "engagement." This post isn’t going to answer the question "Is engagement ROI?" ...

Continue reading this article ... ... more from Tim Wilson

It’s not about "Big Data", it’s about the "RIGHT data"
Michele Kiss, Partner

Unless you’ve been living under a rock, you have heard (and perhaps grown tired) of the buzzword "big data." But in attempts to chase the "next shiny thing", companies may focus too much on "big data" rather than the "right data."

Continue reading this article ... ... more from Michele Kiss

Eric T.








Contact Us

You can contact Web Analytics Demystified day or night via email or by reaching out to one of our Partners directly.

» Contact Information

Web Analytics Demystified, Inc.
P.O. Box 13303
Portland, OR 97213
(503) 282-2601

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