Advanced Web Metrics

Summary

Brian Clifton (PhD), is an internationally recognized search marketing and web analytics expert who has worked in these fields since 1997. A respected speaker at conferences, including Search Engine Strategies, Internet World, and ad:tech, Brian is also the author of a number of industry whitepapers and recently published the book entitled Advanced Web Metrics with Google Analytics.

In 2005 Brian joined Google as Head of Web Analytics for Europe, Middle East and Africa. Defining the strategy for adoption and building a pan-European team of product specialist for operational support, the Google Analytics product became the market leader for the world’s largest online advertisers within two years.

Brian is now Senior Strategist for Omega Digital Media - a company specialising in search integration and conversion marketing for European clients.

Some deeper background…

Brian first graduated with a BSc in Chemistry from the University of Bristol in 1991 and then in Physical & Theoretical Chemistry for his PhD in 1996. Further work as a post-doctoral researcher cumulated in publishing several scientific papers included the journals Molecular Physics, Colloids & Surfaces and Languir. During that time he was also an international weightlifter, representing Great Britain at World and European Championships.

Studying science at university during the early nineties meant witnessing the incredible beginnings of the web. In 1991 Tim Berners-Lee, a scientist working at the CERN laboratory in Switzerland, launched the first web browser and web server, to the academic community, therefore sowing the first seeds of the world wide web.

Although the communication potential of the web was immediately clear to Brian, it took a little while for ideas to formulate around business opportunities. In 1997 he left academia to founder Omega Digital Media Ltd – a UK company specializing in the provision of professional services to organizations wishing to utilize the new digital medium.

Since leaving the field of chemical research, Brian has continued to write. Whitepapers include How Search Engine Optimisation (SEO) Works, Web Analytics Data Sources and Web Analytics: Increasing Accuracy for Business Growth. As with most of his “Mosaic/Netscape” peers, Brian is also an avid writer on his own blog: www.advanced-web-metrics.com, however this is his first book.

Brian holds the title of Associate Instructor at the University of British Columbia for his contribution to teaching modules in support of the “Award of Achievement in web analytics”. You can also hear him speak at numerous conferences around the word – particularly in Europe where he presents on search marketing, web analytics, website testing and how these can all interlink to create a successful online business strategy.

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