Board of Directors
Your Board and Advisors
There is simply nothing else like the DAA. No other organization is currently focused on this subject matter. As we create a strong voice in the marketplace for the digital analytics community, we are honored by the involvement of our boards comprised of digital analytics thought leaders and industry luminaries that are helping to attract more of the same to act as advisors, committee chairs and volunteers.
Meet Your DAA Board of Directors:
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.
VP Products, Hortonworks, Inc.
Bob Page is vice president of products at Hortonworks, building on his long history of creating data products to make smarter decisions. At Hortonworks, a leading contributor to Apache Hadoop, Bob leads the strategy and direction for the company's product portfolio.
Prior to Hortonworks, Bob was VP of eBay's Analytics Platform & Delivery team, responsible for powering the data that powered eBay's decision making. Before eBay, Bob was at Yahoo!, leading data and 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. Bob is vice president of the Digital Analytics Association and serves on the eMetrics Summit advisory council, and was named by Information Management magazine as one of the top 25 information managers of 2011. He occasionally tweets at @bobpage on Twitter.
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.
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 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.
eMetrics Summit & DAA
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 30 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 seven books on Internet advertising, marketing, and customer service including, his most recent, Social Media Metrics: How to Measure and Optimize Your Marketing Investment..
As a Founding Director and President since 2004, Jim is the Association's spokesperson and chief cheer-leader, leading the organization to deliver on its mission - uniting and educating analytic professionals, consultants, practitioners and educators.
SVP, Strategy & Analytics, Digitas
As Senior Vice President of Strategy and Analytics at Digitas (a leading global integrated brand agency), Terry provides leadership on analytics, and marketing strategy for Fortune 100 companies . She has been a pioneer in developing the digital analytics capability at Digitas throughout her 16 year tenure. Her accomplishments include designing analytics engines for acquisition and CRM, development of measurement frameworks and methodologies, management of web analytics and research partnerships and solutions, and digital and web analytics training for hundreds of analytics practitioners.
Terry has both B2C and B2B experience across a wide number of industries including financial services, travel, CPG, entertainment, electronics, telecommunications, publishing, and pharmaceuticals. Prior to working at Digitas, Terry worked in technology development at GTE as well as holding various roles in television research and marketing consulting.
Terry was a member of the launch team for the Web Analytics Association Education Committee. In that role, she was a contributor to the WAA-UBC Award of Achievement program in Web Analytics. She continues to be a speaker, moderator and panel member at a variety of analytics and advertising industry events including Emetrics ("The EMetrics Ecosystem,” "Measuring Brand Conversation”), XChange ("Measuring Engagement”), Ad:Tech ("The new measurement currency”), and NATPE.
Terry holds a BS in Computer Science and Applied Mathematics from the State University of NY at Albany, and an MBA in marketing from Babson College.
Professor of Marketing; Co-Director of the Wharton Customer Analytics Initiative, The Wharton School of the University of Pennsylvania
Peter S. Fader is the Frances and Pei-Yuan Chia Professor of Marketing at the Wharton School of the University of Pennsylvania. His expertise centers around the analysis of behavioral data to understand and forecast customer shopping/purchasing activities. He works with firms from a wide range of industries, such as consumer packaged goods, interactive media, financial services, retailing, and pharmaceuticals. Managerial applications focus on topics such as customer relationship management, lifetime value of the customer, and sales forecasting for new products. Much of his research highlights the consistent (but often surprising) behavioral patterns that exist across these industries and other seemingly different domains.
Many of these cross-industry experiences have led to the development of the Wharton Customer Analytics Initiative, a new research center that serves as a "matchmaker” between leading-edge academic researchers and top companies that depend on granular, customer-level data for key strategic decisions.
Professor Fader believes that marketing should not be viewed as a "soft” discipline, and he frequently works with different companies and industry associations to improve managerial perspectives in this regard. His work has been published in (and he serves on the editorial boards of) a number of leading journals in marketing, statistics, and the management sciences. He has won many awards for his teaching and research accomplishments.
Senior Director, Mobile, Media & Entertainment, ForeSee
Eric provides leadership to ForeSee’s mobile solutions as well as solutions related to the media and entertainment industries. He is responsible for working with product, delivery, sales and marketing teams to ensure that ForeSee continues to bring innovation and operational excellence to its mobile offerings.
Since joining ForeSee in 2004, Eric has been contributing to the strategic growth of the organization. He brings 15 years of customer-focused experience to the team, and is a frequent presenter at conferences in the U.S. and UK. Eric is the Co-Chairman of the Digital Analytics Association’s Membership Committee and serves as instructor for various trade groups on the importance and application of attitudinal analytics.
Previously, he has held positions that include web analyst, multichannel strategy consultant, usability specialist and focus group moderator. His goal is to best understand and motivate multi-channel consumers on behalf of his clients.
Marketing Principal (Interactive Marketing Strategist), FedEx Services (USA)
Ned Kumar is an Interactive Marketing Strategist at FedEx Services. He has over nineteen years of experience in customer analytics, with expertise in both online and offline channels. Ned is a frequent speaker at various conferences on topics related to analytics, Big data, search optimization, and change management.
Throughout his career Ned has played a leadership role in designing data-driven customer strategies but more recently his passion has been in driving channel agnostic concepts to better understand customer interactions holistically.
Ned is a member of various professional organizations, a Certification Board Member at the Digital Analytics Association and also an Online Tutor for the University of British Columbia's Award of Achievement in Web Analytics Program. In his previous job as an Asst. Professor of Marketing & Management, Ned taught senior level courses in Strategy, Quantitative Analysis, and Decision Support and has numerous journal publications to his credit.
Senior Vice President & General Manager of Omni Channels, American Eagle
Joe Megibow is the SVP and General Manager of Omni-channel Ecommerce at American Eagle Outfitters. In his role, Joe has global P&L responsibility for the American Eagle and Aerie online businesses (desktop and mobile), ownership of omni-channel customer-facing technology, engineering, CRM/loyalty, online marketing, analytics, and customer service.
Prior to American Eagle, Joe was VP and General Manager of Expedia.com where he had P&L responsibility for the US business with direct ownership of marketing, merchandising, and operations. In this role, Joe led the launch of the successful "Find Yours" brand campaign and viral "Find Your Understanding" videos. Joe grew the business for the first time in 5 years using skills honed during his tenure in previous analytical roles.
Joe also held the role of VP, Mobile and eCommerce Optimization at Expedia, with global product management responsibilities of search, checkout, and all mobile initiatives, as well as ownership of analytics, optimization, and site experimentation. Joe joined the Expedia, Inc. family in 2006, heading up Online Marketing and Customer Experience for hotels.com.
Joe worked for seven years as a charter employee of Tealeaf Technology where he held a variety of leadership roles. Prior to 2000, Joe held management positions at Ernst & Young Management Consulting, where he launched the Java Services practice, E&Y's first e-commerce practice; and held engineering positions at EDS in their Advanced Technology Group.
Joe was recognized in 2011 as Practitioner of the Year by the Digital Analytics Association and is currently serving on the DAA Board of Directors.
General Manager, Microsoft.com, Production Studios & Events, Microsoft Corporation (USA)
As General Manager for Microsoft.com, Production Studios & Events, Steve leads a group responsible for several of Microsoft’s key "owned” marketing channels including corporate microsoft.com (a top 10 global reach website); Microsoft Production Studios, which creates and distributes digital media productions for both internal and external clients; and Microsoft’s Worldwide Events team.
Steve joined Microsoft in 1996 in the company’s MSN division, leading membership marketing on the US business and later as general manager of the MSN France business, in the Microsoft France subsidiary. Under Steve’s leadership the MSN France network of sites rose from 7th place in audience size to 2nd.
In 2005 Steve moved into marketing communications as head of Global Advertising for Microsoft. He accelerated Microsoft’s shift to greater use of digital marketing communications vehicles and more than doubled the share of online in Microsoft’s advertising mix, surpassing the spend in traditional media.
Before joining Microsoft, Steve worked in brand management at the Quaker Oats Company (now part of Pepsico) managing major brands such as Quaker Oats oatmeal and the Cap’n Crunch line of cereals.
Steve is a marketing generalist who particularly enjoys creating great customer experiences through great products; and growing the business opportunity of those experiences with strategic marketing investments informed and refined through data and analysis.
Head of Data & Analytics, SapientNitro
Oliver Schiffers is Head of Data & Analytics at SapientNitro and leads all continental europe client work on data strategy for optimizing business and marketing objectives. Oliver has been in the online marketing and digital analytics industry for more than 17 years, and can now bridge his background from the vendor, practitioner, consulting and technology areas of the industry. He leveraged data strategy, methods and tools in predictive behavioral targeting, campaign attribution and analytics standards and processes as well as all areas of web-, social and digital analysis. Over the course of his career he has built, coached and enabled diverse analytics teams. As a team lead and senior consultant he successfully delivered dozens of projects in leveraging data and analytics as a strategic asset to guide insight and planning. Clients in telecommunications, retail, FMCG, publishing, logistics and media include Red Bull, Vodafone, Unilever, Allianz, Deutsche Bank, o2, Sky and Singapore Airlines. Oliver is a frequent speaker and panelist at industry events and has published numerous interviews and articles on the subject.
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.
Managing Partner, Technology Leaders
Andrew Edwards has been a pioneer in the digital space since the 1980s. He introduced desktop publishing to the Yellow Pages, helped create “interactive television” with AT&T, taught advanced computer graphics at New York’s Pratt Institute; and founded Renaissance Multimedia where he launched web sites for SoBe Beverage and Canon Digital Video. In 1998 he was awarded Deloitte and Touche’s National Fast 500 Award. Today he is one of the most senior thought-leaders in the digital analytics space and a regular columnist for ClickZ (Incisive Media).
Andrew is a Founder and former Board Member of the DAA (Digital Analytics Association), as well as a Managing Partner at Technology Leaders where he has provided digital analytics expertise to numerous Fortune 500 Companies. Along with Rand Schulman, he founded Efectyv Marketing in 2012. In 2013 he co-wrote an industry-first report about changes in the digital marketing space called "The Dawn of Convergence Analytics". It will be published by Incisive Media in March 2013.
Author and Speaker
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 is a professional marketing keynote speaker who has been the keynote speaker for corporate events and conferences such as Search Engine Strategies, Shop.org, Direct Marketing Association, DreamForce, E-consultancy, Emerce, 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 (e.g., Bazaarvoice, UserTesting.com, Monetate, Runa.com, TagMan, BoostCTR, OneSpot etc.).
Bryan Eisenberg is the recognized authority and pioneer in online marketing, improving online conversion rates, persuasive content, and persona marketing. Bryan was been recognized by eConsultancy members as one of the top 10 User Experience Gurus, he was selected as one of the inaugural iMedia Top 25 Marketers, and a DMEF Rising Star Award winner in 2010.
Bryan has been a 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. (Bryan & Jeffrey are no longer associated in any way with FutureNow) , 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.
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.
Partner and Conference Director, Digital Strategy Conference
Andrea Hadley is a digital marketer, consultant, event producer and industry advocate. After transitioning from the newspaper industry in 1997 and earning her Certificate in Internet Marketing from UBC, she founded web marketing consultancy NetSetGo Marketing Ltd (1998 – 2010); partnered with global event producer Rising Media to bring the eMetrics Summit and Search Marketing Expo to Canada (2007 – 2011); co-founded the International Internet Marketing Association in 1998 and Digital Analytics Association in 2004; and currently serves on the Advisory Board for the University of British Columbia Certificate in Digital Strategy.
In 2012 her passion for digital transformation amplified as the web, mobile and social collectively tipped into media dominance. When it became clear that the question being asked by business was no longer how do we increase customers to our website? But rather how do we integrate digital to improve the business overall? That passion gave way to the forming of dStrategy Media and launch of the Digital Strategy Conference.
Director of Strategic Services, Cardinal Path
Stéphane is the Director of Strategic Services for Cardinal Path and drives the creation of innovative company-wide solutions and digital measurement strategies designed to deliver maximum value and insight to clients. His knowledge and thought leadership led the Digital Analytics Association to name him as one of the most influential industry contributors in 2011 and 2012.
Among his many accomplishments include: creator of the Online Analytics Maturity Model; creator of WASP (Web Analytics Solution Profiler), gaAddons, the “Just-in-Time” tagging methodology, and one of the first persons to receive the DAA Certified Web Analyst title.
Stéphane is called upon frequently to keynote and speak at conferences, was a Director and Board member of the Digital Analytics Association, and is frequently quoted in the media on issues related to digital measurement. He holds an MBA in eBusiness from Laval University (Québec City) where he teaches a graduate class on web analytics, and also lectured the Award of Achievement in Web Analytics and Fundamentals of Business Analysis classes at the University of British Columbia. Stéphane and his wife Josée live in an 18th century farmhouse near Québec city with their two children and golden retriever.
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.
SVP, Customer Engagement, iJento
Neil Mason is SVP, Customer Engagement at iJento. He is responsible for providing iJento clients with the most valuable customer insights and business benefits from iJento's digital and multichannel customer intelligence solutions.
Neil has been at the forefront of marketing analytics for over 25 years. Prior to joing iJento Neil was Consultancy Director at Foviance, the UK's leading user experience and analytics consultancy, heading up the user experience design, research and digital analytics practices. For the last 12 years Neil has worked predominantly in digital channels both as a marketer and as a consultant, combining a strong blend of commercial and technical understanding in the application of consumer insight to help major brands improve digital marketing performance. Neil is also a frequent speaker at conferences and events and writes a regular column on ClickZ.
Neil's expertise ranges from advanced analytical techniques such as segmentation, predictive analytics and modelling through to quantitative and qualitative customer research. Neil has a BA in Engineering from Cambridge University and an MBA and a postgraduate diploma in business and economic forecasting.
CEO & Founder, Visual Revenue
Dennis Mortensen is CEO & Founder of Visual Revenue, Inc., whose real-time editorial support platform enhances the hand of editors for more than 250 global online media properties. He is a pioneer and expert in Web Analytics, the author of "Data Driven Insights" from Wiley, and a frequent speaker on the subject of Analytics and Online Media. Prior to Visual Revenue, Dennis was COO of IndexTools when it was acquired by Yahoo! Inc. and he became their Director of Data Insights. In March 2013, Visual Revenue was acquired by Outbrain, Inc., the Internet's leading content discovery platform, representing Dennis' third successful entrepreneurial exit. The combined company offers online media companies an end-to-end solution for optimizing all of their content across any channel, screen size and device. A native of Denmark, Dennis currently calls New York City his home.
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 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.
Shubhra Srivastava, Director, Digital Analytics, American Express
Shubhra joined American Express in 2011 and is responsible for all tracking, tagging and analytics strategy for the enterprise wide solutions in her current role. Prior to this, Shubhra was driving the acquisition strategy for new card members through all digital channels including social, mobile, aggregators, display media, paid search and onsite. Shubhra has been working on brining emerging technologies like data management platform to Amex for digital segmentation and targeting.
Prior to American Express, Shubhra was the Head of Measurement at Nokia where she built a global measurement platform for the enterprise mobile strategy. This was key to measuring customer engagement in various mobile services such as navigation, music, games and apps. Prior to Nokia, Shubhra was the Senior Manager for Customer Insights at InterContinental Hotels Group where she developed several leading edge methodologies to optimize site experience and built cross channel insights for a full 360 degree view of the customer.
Prior to InterContinental Hotels, Shubhra held roles in marketing analytics, forecasting and statistical analysis at Axciom and Federal Express.
Shubhra has led market-disrupting initiatives in digital analytics and has constantly been at the forefront of applying analytical techniques to emerging consumer channels. She is an active member of the digital analytics community, with multiple speaking engagements at the eMetrics summit and has also served on the board of the Web Analytics Association. She lives with her husband and two sons in New York.