Web Analytics Career Night Set

On Thursday, May 3, Otterbein University's Center for Career Planning will host a web analytics career night featuring four-person panel. The event will start promptly at 7 p.m. in the Campus Center's dining rooms 1, 2, and 3.

Panelists include:

  • Mike Amer - Presently, Mike is the Associated Director of Retail Analytics at Resource Interactive. Formerly, he worked at Lands' End, Victoria's Secret Direct, and DSW. Mike completed his BA in Economics at Wittenberg University and an MBA from the University of Wisconsin at Madison.
  • Bryan Cristina - Currently, Bryan is a Senior Customer Relations Management Analyst at Express. Previously, he worked at Nationwide Insurance, and Resource Interactive. Bryan has 6 1/2 years professional experience in web analytics and metrics. Bryan has 10 years experience in the analytics profession. He graduated from Ohio University with a bachelor's degree in Management Information Systems (MIS).
  • Elizabeth Eckels - Presently, Elizabeth serves as a web analyst for Tween Brands. Formerly, she worked with Education Management Corporation and served as consultant with RollingStone.com, USmagazine.com, and LiveMixtapes.com among other websites. Elizabeth completed her bachelor's degree in Finance and Marketing with a minor in Psychology from Kent State University.
  • Tim Wilson - Currently, Tim is the Director of Measurement and Analytics at Resource Interactive, where he has worked for the past 2.5 years. Previously, he worked at Nationwide Insurance, Bulldog Solutions (a B-2-B marketing agency), and National Instruments. Tim has 10 years professional experience in the analytics profession. He graduated with a degree in Art and Design (Architecture) from MIT and completed his MBA at the University of Texas.

The schedule of events follows:

  • 7 - 7:40 p.m. - Panelists discussion of what managers look for in an intern or entry-level hiring decisions, how to get a job in the web analytics industry, and how to get your first promotion.
  • 7:40 - 8 p.m. - Question and answer from the audience (i.e., students)
  • 8 - 8:30 p.m. - Reception

No set definition of web analytics exists. McFadden (2005) defines web analytics as

the collection, analysis and reporting of Web site usage by visitors and customers of a web site to better understand the effectiveness of online initiatives and other changes to the websitie in an objective, scientific way through experimentation, testing, and measurement.

This website explains the various terms associated with web analytics.

Broadly, though, web analytics remains a branch of marketing analytics, which is defined here as managerial-oriented recommendations supported by analyses of customers' needs and wants, competitors' market offerings, the company's current and potential market offerings, and the conditions of the market. That is, using qualitative and quantitative research methods, a firm can gain competitive advantage through measurement and corresponding analysis to achieve, ultimately, superior financial performance. In this sense, analytics becomes a form of market orientation.


McFadden, C. (2005). Optimizing the Online Business Channel with Web Analytics [blog post]. Retrieved October 5, 2010 from http://www.webanalyticsassociation.org/members/blog_view.asp?id=533997&post=89328 &hhSearchTerms=definition+and+of+and+web+and+analytics

Davenport, T. H., & Harris, J. G. (2007). Competing on analytics: The new science of winning. Boston, MA: Harvard Business School.

Hunt, S. D. (1999), "A general theory of competition: Resources, competences, productivity, economic growth. Thousand Oaks, CA: Sage.