Stressed? Discombobulated? Do I have a cure for you! It’s that time again – time to relax and read about your friends (and various loons) in web analytics.
Look at your nearest clock. I think you’ll find it reads: Judah Phillips time!
Judah, tell the charming people about yourself.
I use digital measurement and research to drive business strategy and profitable revenue. Currently working as Senior Director, Global Site Analytics at Monster Worldwide, I’ve held a number of other positions in Internet and software companies. I’ve contributed as a member to industry organizations such as the Interactive Advertising Bureau (IAB) and the Web Analytics Association (WAA). I write for MediaPost’s Metrics Insider, host of the Boston Web Analytics Wednesday (since 2006), and formerly contributed to/blogged on Web Analytics Demystified. I’ve spoken about analytics at national and international industry events, such as eMetrics, X Change, I-COM, Web Analytics Congress, and AdobeMAX, and I’m in charge of creating the content, agenda, and selecting speakers for the OMMA Metrics conference in New York and San Francisco. I am on the board of advisors for YieldBot, an advanced segmentation analytics and real-time data matching and targeting platform, and I hold an MBA and an MS.
If you were a metric, which one would you be and why?
Profit. It’s all that matters – and every other metric aspires to drive it. That, and you can substitute the “phe” for the “fi” in it.
If web analytics was a country, would it be a democracy or a dictatorship?
The answer is so obvious. It would be a Futarchy, which is a form of government proposed by economist Robin Hanson, in which elected officials define measures of national welfare and prediction markets are used to determine which policies will have the most positive effect. It was named by the New York Times as a buzzword of 2008. It fits web analytics so well, ay? Either that or a totalitarian democracy (look it up!).
How important is the pie chart in the world of web analytics?
The only thing worse than a pie chart is more than one pie chart. Typically a data table will suffice. However, a table with a pie chart means only one thing: holiday season. Pumpkin or Apple?
Who is your superhero-sans-cape in the web analytics community and why?
If I had to pick someone not referenced already in these profiles but worthy (like Eric P or Avinash K), it would be the chimera: Bob Sterne or Jim Page. I mean Jim Sterne on the business-side, and Bob Page on the technical side. Jim and Bob helped to invent and reinvent the industry (along with folks like Matt Cutler, Eric Richards, Frank Faubert, Rand Schulman, Eli Shapira and W. Glen Boyd).
What makes you do a Happy Dance when you think about web analytics?
People, process, and technology.
What is your wish for the remainder of 2011?
A pragmatic world philosophy based on greater equality, individuality, and increased autonomy.
Website tracking is all part of an evil plan to steal data and secrets. Discuss.
An evil plan is all part of stealing data and secrets for website tracking.
What do you think is the greatest threat to the future of web analytics?
North Korea.
Tell us about your favourite web analytics book.
It looks great on my book shelf – in between “The Great Beers of Belgium” and “Ulysses”
People often use Apples and Oranges when comparing web analytics tools. Which two objects do you prefer to use?
If we are sticking to fruit, Apples and Mangoes. If I could pick one object, it would be a Prism.
Check out the full list of interviews in the Silly Series here!
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