Web Analytics Demystified, Inc. was founded in 2007 by Eric T. Peterson, author of Web Analytics Demystified, Web Site Measurement Hacks and The Big Book of Key Performance Indicators. Mr. Peterson is a long-time member of the web analytics community and a frequent speaker who is often cited in articles about web analytics.

Mr. Peterson's work is recommended by thought-leaders worldwide:

"Eric's leadership in the industry in unparalleled, his devotion to the community is legendary and his years of experience translate immediately into strategic and tactical competitive advantage for everybody who works with him."
-- Jim Sterne

"Eric's evangelism for the subject has boosted understanding and adoption of web analytics, [and] his writings are a great support and his performances on stage remain inspirational, paving the way for the future to anyone involved into data driven decision making."
-- Aurélie Pols

"Eric Peterson has done a great job at making web analytics accessible to everyone from executives and marketing professionals who are responsible for the success of their websites, to web designers and IT professionals responsible for implementing solutions and optimizing their results."
-- Bryan Eisenberg