Web Analytics Association Base Camp
Website Measurement from the Ground Up

Anil Batra, Director of Analytics and Strategy, ZeroDash1

Anil has over 10 years of experience in Consulting, Business Intelligence, Web Analytics, Online Advertising and Behavioral Targeting. Anil helps companies use Web channel data to improve online business results. In past, Anil has worked at ZAAZ, a leading web analytics consulting firm, and Revenue Science (formerly digiMine), a Behavioral Targeting company. Anil has helped several fortune 500 customers effectively use web analytics and increase their ROI on the web. Anil has worked with customers such as Microsoft, SmartMoney.com, ESPN, T-Mobile, Hoovers, Realnetworks, Starbucks, and TheStreet.com.

Anil holds a B. Tech in Electronics and Communication Engineering from India and an MBA from University of Washington , Seattle.

Anil authors one of the top Blogs in Web Analytics and Behavioral Targeting.

Larry Becker, VP, Website Effectiveness The Rimm-Kaufman Group

Larry Becker leads the Website Effectiveness practice at the Rimm-Kaufman Group an online advertising agency specializing in paid search and site optimization.

Larry’s work has been recognized be leading national brands for improving their site usability and conversion. Prior to working on the agency side, Larry served as VP- E-commerce for Crutchfield, the multi-channel electronics retailer. Larry speaks regularly at industry events and has guest-lectured on online marketing at the University of Virginia’s Darden School of Business and McIntire School of Commerce.

Vicky Brock, Co-Founder, Highland Business Research

Vicky Brock Highland Business Research's Head of Web Analytics and Online Research. She is currently involved in analytics and online research in the Tourism and Public/Government sectors. Vicky has been Co-Chair of the WAA International Committee for the last 18 months, co-ordinates the WAA local activity in Scotland and was a contributor to the UBC Web Analytics Course. She is currently writing Web Analytics Course Modules for Scotland's UHI Millennium Institute. Vicky has worked in web-focused research and web analytics since 1999 and began her career in market research and direct marketing in 1993.

Jason Carmel, Senior Optimization Manager, ZAAZ

Jason is a Senior Optimization Manager at ZAAZ, one of the world’s largest and most recognized strategic web analytics consulting firms. With more than 10 years of web marketing, analytics and optimization experience, Jason manages Optimization and Behavioral Targeting programs for clients such as Ford, Microsoft, Helio and Alaska Airlines. Prior to ZAAZ, Jason built the analytics and optimization programs for eFax.com. Jason was trained as an attorney, but found that getting mashed up in the dot-com bust was way more fun. He blogs on Optimization and Behavioral Targeting at blogs.zaaz.com.

Hosam Elkhodary, The Web Analytics Company

A recognized leader in the Web Analytics and online marketing field with more than 20 years of IT expertise. Associate instructor for University of British Columbia. Experience with Fortune 500 corporations covering multiple industries. In-depth business knowledge combined with hands-on expertise in several technologies. Work experience in North America and the Middle East.

Nikolay Gradinarov, Senior Web Analyst, Monster.com

Nikolay is a Senior Web Analyst at Monster.com, where he is responsible for the largest WebTrends software implementation along with one of the largest Omniture Discover On Premise environments.

Nikolay developed his background as a skilled business analyst and expert technical practitioner during his four years as a Senior Web Analytics Consultant at the world’s most experienced web analytics company, Technology Leaders. At Technology Leaders Nikolay developed web analytics solutions at many Fortune 500 companies, including Merck, Chase, Merrill Lynch, PriceWaterHouseCoopers, General Mills, Coca Cola, Sony BMG and others.

Over the past four years Nikolay has taught a wide range web analytics classes offered by WebTrends to business professionals.

Nikolay holds a Master of Science degree from New York University and a Master of Arts degree from Sofia University.

Angela Hill, Lead Web Analyst, Extractable.com

Angela is the Lead Web Analyst at Extractable.com. Angela has worked in the web and software industries for over 10 years. In the last 3 years, she has directed web analytics implementation, monitoring, and ongoing reporting at multiple bay area interactive agencies such as Extractable, working with Fortune 500 clients including AMD, HP, and Charles Schwab. She is an expert in tracking and analyzing online Flash applications, including video and other Web 2.0 technologies. Angela holds a degree in Music Composition from the University of Montana.

Braden Hoeppner, Web Analytics & Usability, Trader Corporation

Braden manages web analytics and usability at Trader Corporation, a Canadian leader in print and online vertical media with approximately 200 publications and 20 web sites. Prior to Trader, he worked at TELUS, western Canada's largest telecommunications company, where he guided the implementation, optimization and usage of web analytics to drive business decisions throughout the organization. He is also an online tutor for the UBC Web Analytics Award of Achievement program.

Phil Kemelor, Vice President for Strategic Consulting Services, Semphonic

Phil is Vice President for Strategic Consulting Services with Semphonic, one of the largest vendor neutral web analytics consulting firms in the US. He has over 10 years of experience in web analytics and previously headed the web analytics program at Bell Atlantic, one of the largest US telecommunications companies. He founded and served as Principal Consultant for the web analytics consultancy at NetGenesis, one of the first web analytic software firms and led engagements with a number of Fortune 500 firms, such as General Electric and Pfizer. He has also headed web application and content management development, business process and web operations initiatives for Verizon, SAIC and government agencies including the US Postal Service.  Phil is the lead analyst for The CMS Watch Web Analytics Report, a semi-annual evaluation of web analytics software vendors and the author of The Executive’s Guide to Web Site Measurement and Testing.  On his blogs, he provides commentary on the web analytics vendor marketplace on Web Analytics Trends, and discusses web analytics organization and process issues on Web Analytics Management.

Chris Kerns, Director of Analytics, ZAAZ

Chris Kerns is the Director of Analytics at ZAAZ, where he is responsible for leading operations and managing strategic growth for the largest web analytics consulting group in the world. ZAAZ is a full-service interactive agency based of out Seattle, working with Fortune 500 clients to realize value from their web analytics implementations and guide online strategy based on behavioral, attitudinal, social media, financial and competitive data. The group works with clients such as Ford Motor Company, Microsoft, Nike, Sony, Janus, Dell and many others to define, measure, monetize, and analyze success of online initiatives.

Prior to ZAAZ, Chris worked as a Senior Consultant for Accenture and as a Development Manager at a Seattle-area dotcom. Chris holds an undergraduate degree in Business Administration from Bucknell University and an MBA from the University of Washington. He is a frequent speaker at industry events, and blogs on web analytics topics at http://blogs.zaaz.com.

Erik Koto, Senior Optimization Manager, ZAAZ

Erik is a Senior Optimization Manager at ZAAZ, a full service interactive and analytics agency based in Seattle, WA. In this position Erik manages programs including site side A/B and multivariate testing, monetization modeling, predictive conversion analytics, and paid search bid optimization. He has developed and managed financially driven performance marketing programs for clients including JPM Chase, Ford Motor Company, Nike, and Microsoft.

Prior to joining ZAAZ, Erik was a Senior Pricing and Analytics Manager at Washington Mutual. While at Washington Mutual Erik managed rate and yield optimization for secured real estate lending and was responsible for bringing to market the first ever implementation of elasticity based pricing for Home Equity lending. Erik’s predictive analytics experience also includes inventory forecasting and demand planning for Schwinn Cycling and Fitness.

Erik holds a B.S.E in Industrial and Operations Engineering from the University of Michigan, and an M.B.A. from the University of Washington. Outside of ZAAZ, Erik finds himself behind the lens as an amateur documentary filmmaker.

Alex Langshur, President and Cofounder, PublicInsite

Alex manages PublicInsite, 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 Treasurer of the Web Analytics Association and co-Chair of their Public Sector Committee. He has been a speaker at many conferences and teaches web analytics courses for WAA Base Camp and Web Manager University.

Jennifer LeClaire, Author, Web Analytics For Dummies

Jennifer is president of Revelation Media Networks, Inc., an integrated marketing communications firm, and co-founder of Conversion Press, an independent publisher which produced “Web Analytics For Dummies” with Wiley Publishing. Jennifer has worked with Universal Studios, the NBA, the New York Times, the Associated Press, and many large and small corporations in their quest for communications excellence. Jennifer is a member of the Public Relations Society of America and the American Society of Authors and Journalists. She is also a guest technology analyst on CBS radio.

June Li, Founder and Managing Director, ClickInsight

June Li works with clients to increase leads, sales or self-serve usage on Web sites. Using Web analytics processes and market research, June interprets Data Capture & Integration to determine ways in which clients’ Web sites can be improved. With over twenty years of e-business, marketing, logistics and sales experience, she develops and manages continuous improvement strategies that realize measurable results. A Professional Engineer with an MBA in Marketing from York University’s Schulich School of Business, June currently is an Associate Instructor and on the Advisory Committee of the Web Analytics program at the University of British Columbia. She also an instructor for a Web analytics course at the University of Toronto Professional Learning Centre, Faculty of Information Studies. June is a member of the Web Analytics Association and a member of the Toronto Chapter of the Usability Professionals Association.

Josh Manion, CEO, Stratigent

Josh Manion runs a consulting firm that’s focused exclusively on web analytics. He has lead web analytics efforts for dozens of leading online firms and is the Membership Co-Chair of the Web Analytics Association. Josh has a Management Science degree from MIT where he researched website usability online trading optimization. Josh, an International Master, is currently ranked in the top 50 chess players in the US.

Nigel Morgan, ZAAZ

Nigel is currently the Director of Optimization for ZAAZ, Inc. In this position he advises clients on how to maximize Online ROI utilizing a number of advanced marketing techniques including AB and multivariate testing, behavioral targeting and predictive analytics. Prior to joining ZAAZ, Nigel worked at Dell Inc as Senior Manager for Online Analytics, managing all online metrics, reporting, analytics and testing. Nigel also has broad offline marketing experience, particularly in TV & Print media, product management and pricing/promotions while working at companies such as Sprint, Level (3), EDS, and Rosewood Hotels and Resorts. Nigel has an undergraduate degree in Hotel Management from South Bank University in London and an MBA concentrated in Finance from Texas Christian University in Fort Worth, Texas.

Jim Novo, Owner, The Drilling Down Project

Jim is an interactive customer retention, defection, and loyalty expert with nearly 20 years of experience generating exceptional returns on customer marketing program investments. His professional career has been focused on introducing Data-Driven marketing to new industries from cable television in the 80s to TV shopping in the 90s and now to the Internet.

Janet Park, President, Marketing Frontiers

Janet Park, is President and Founder of Marketing Frontiers, a Data Management Company in Cambridge, Massachusetts. Since 1989, she has been a practicing data geek and Marketing Strategist providing insight, quantitative analysis and "data sewage treatment" for the marketing databases of such visionary marketers as Fidelity Investments, John Hancock Financial Services, Berlitz International, Cognos, Earthwatch, Boston Celtics, HealthSpring, and hundreds of other innovative organizations. She has been a featured speaker and workshop leader for the US Postal Service Business Council, New England Direct Marketing Association, Marketing to High Tech Conference, and the National Center for Database Marketing. She frequently leads Data Discover Workshops for her data management clients.

Before becoming a marketing data fanatic, Ms. Park managed IT development as Vice President, Trust and Investment Systems, at Bank of New England and was an Agency Marketing Consultant at Commercial Union Insurance Company.

Park has an MBA from the Sloan School of Management at MIT, a BA in History from Indiana University, Bloomington, Indiana, and is a former nationally-ranked springboard and platform diver. She lives with her husband in Ipswich, Massachusetts and has two grown sons, two grandchildren and three wild turkeys.

Mark Ryan, Vice President of Client Services, and COO, Extractable

Mark Ryan has an extensive background in web application development, Search Engine Marketing, and Web Analytics. As a founder of Extractable, Mark manages the Strategy, Creative, Engineering, and Project Management groups at Extractable. Mark enjoys working with Web Analytics and sits on various committees of the Web Analytics Association. Mark started his career in Internet development at Applied Materials where he served an integral role in the design and development of the companies first online Inventory and Support Management System. He also developed applications for premiere clients such as Intel, AMD, and Siemens. After Applied Materials, Mark served as Senior Applications Engineer for USWeb's Content Management group and worked on the design and implementation of the company's first web based content management application.

Caleb Whitmore, Manager, Search Marketing / Web Analytics, POP

Caleb is an entrepreneur with broad experience in web design, ecommerce application development, search engine optimization and marketing, and web site analytics. He is interested in online community development, localization of search and Internet usage, small business development, and corporate online marketing. He specializes in web analytics with specific experience with Google Analytics & Urchin software. Search engine optimization (natural search SEO) and Sponsored Search Marketing (PPC) campaign development, execution, tracking, and analysis.