No animals were harmed in the making of this Silly Series on the people of web analytics.  Probably.

Today, we turn our attention to the simply marvellous Eric Peterson.

Eric, tell us a little about yourself.

I am a father of two beautiful children, married to a wonderful (and understanding) woman, and live in relative comfort in Portland, Oregon.  I am fortunate enough to have written some books, started blogging early on, and made one or two decisions that in retrospect turned out to be fairly good.  Now I try and surround myself with people who are more or less smarter than I am, keep my head down and my nose clean.  I fail at the latter quite often but, for the most part, things have turned out well so I just keep doing what I do.

3 Web Analytics Demystified partners walk into a bar.  Who pays for the second round of beers?

I am honored to work with John and Adam and so if buying a few rounds of beer is the price I have to pay then so be it.  In fact, while I was working to convince John Lovett to join me as a Demystifier we closed down a number of “lobby bars” in the wee hours — a skill I learned from Mr. Jim Sterne and one that has served me very well.

The Analysis Exchange must be some kind of a con.  What are you getting out of it?

Curse you, Emer, for you have discovered my secret con.  Yes, Analysis Exchange is an elaborate plot to turn otherwise busy people into much, much busier people by somehow convincing them that volunteering to help amazing nonprofits and give a fellow man or woman the opportunity to expand their skill set and, ultimately, job prospects in the world.  Through trickery, misdirection, and in your case, dear one, downright lies, I have bamboozled brilliant folks including Jason Thompson, Adam Greco, Phil Mui from Google, and frankly too many others to name … gasp … to do good.

And I would have gotten away with it if it weren’t for you meddling kids.

Linda Evangelista once famously said that she wouldn’t get out of bed for less than $10,000 a day.  What is your tipping point?

This is a trick question, I can tell.  I have no idea who Linda Evangelista is … let me Google her name.  GAAAAAAHHHHH!

Who is your superhero-sans-cape in the web analytics community and why?

Tough question.  I will probably get in some kind of trouble for saying this, but I’m going to go with Stéphane Hamel.  He doesn’t like me very much, and he takes a lot of what I say entirely the wrong way, but he brings an enthusiasm to his work in the web analytics community that few can match and so I appreciate his passion.

If I had two picks my second would be Tim Wilson (Gilligan on Data) … Tim is a great blogger and has an incredibly nuanced understanding of the work we collectively do.

Clearly you never sleep.  How does your wife put up with you?

Either she is very understanding or asleep, one or the other.

What is your wish for the remainder of 2011?

I’m not much of a wisher, Emer, I’m more of a “doer.”  Things I hope to do before the year ends include advancing the Analysis Exchange towards our goal of helping 1,000 nonprofits around the world.  I’d also like to convince thousands of web analysts around the world to sign the Web Analytics Association‘s Code of Ethics to help reshape the conversation about the work we collectively do in the popular press.

If you are forcing me to make a wish, then I wish you would come to eMetrics in San Francisco in March and let me buy you a pint or two for all your help with Analysis Exchange and for launching this implausibly funny and insightful blog series.  You kick ass.

You are contributing to the Code of Ethics.  Do you secretly think that web analytics practitioners are beyond redemption?

Probably, but I also secretly think that redemption is over-rated.  Shhhh.

What book about web analytics do you wish you’d written?

Steve Krug’s “Don’t Make Me Think” isn’t really about web analytics, but man I wish I would have written that book.  I would love to write about web analytics in such a simple, approachable way.

What’s so good about Adam Greco?

My favorite thing about Adam is that his wife Wendy has volunteered to serve as Executive Director in the Analysis Exchange and help us reach our goal of helping 1,000 nonprofits around the world get some free web analysis.  That is awesome, and so Adam gets to be awesome by extension.

How many times a day do you check your Twitalyzer scores (for professional purposes, of course…)

You’re asking me how many times a day I Twitalyze myself, Emer?  That’d kind of personal don’t you think?  I mean, it’s not like I asked you how many times a day you Twitalyze yourself …… of course I have amazing web analytics on the site and I can tell EXACTLY how many times a day you Twitalyze yourself and who else you are Twitalyzing and how long you gaze longingly at their avatar after you Twitalyze them so I suppose it’s not very fair.

I’m sorry, what was the question?

Check out the full list of interviews in the Silly Series here!