The Web Analytics Demystified Team

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, with the help of Mrs. Pols and Mr. Lovett, Mr. Peterson has founded The Analysis Exchange, a completely new way for motivated individuals to gain experience with the actual analysis practice.

Aurélie Pols, Senior Partner

Aurélie Pols has long been one of the most respected voices in the web analytics community worldwide and Europe’s foremost thought-leader on the subject, first as the Head of Analytics for Belgium’s OX2 and then as the Director of Analytics for LBi’s global web analytics efforts. In the past Mrs. Pols has worked with hundreds of European companies guiding vendor selection, implementation, and analytical projects based on technology from companies like Google, Yahoo, Omniture, WebTrends, and Nedstat. Past clients include NATO, Public Storage (Shurgard Europe), Anheuser-Bush Inbev, ING, Toyota Motor Europe, Shering Plough, Bayer, Nestlé, and Deutsche Bank.

John Lovett, Senior Partner

John Lovett is widely recognized as a web analytics industry luminary who has impacted the analytics community through his research and thought leadership. As a veteran industry analyst, Mr. Lovett is often called upon to present at events and frequently quoted in mainstream media because of his deep knowledge of web analytics issues and intimate familiarity with measurement technologies. In the past, Mr. Lovett has worked with leading technology vendors like Omniture, Webtrends, Coremetrics, SAS and Google among others. His consulting experience includes offering guidance to large global enterprises like Wells Fargo, Barclaycard, MetLife, Avis, Home Depot, Reed Elsevier and Microsoft.