As CEO and Founder at Digital Mortar, I lead all aspects of our growth and development. Digital Mortar provides cutting edge measurement and analytics tools for optimizing physical spaces. We specialize in tracking the in-store customer journey and helping optimize store layout, merchandising, and staff performance. Previously, I managed EY's Digital Analytics Center of Excellence. Our practice delivers cutting edge digital analytics to optimize digital marketing spend, Web and mobile customer experiences, and personalization and database marketing opportunities. I created and was President and CTO at Semphonic - one of the leading digital analytics practices in the United States. Semphonic was acquired by EY in April of 2013. As practice leader at EY and previously as President of Semphonic, I lead consulting teams for our largest enterprise clients. Over the past 10 years, I've helped create a number of core methodologies for Web and Digital analytics including Functionalism, Two-Tiered Segmentation, and Site Topology analysis. My background is in CRM, survey analysis, database marketing and large-scale data mining and business-intelligence and that helps drive our practice to the leading-edge of online measurement. In addition to publishing more than 20 whitepapers in digital analytics, I speak frequently at conferences including the X Change Conference, SMX, AIM, EUCI, OMMA Global, eMetrics,Text Analtyics World,The Digital Analytics Association Symposium Series and The Red Door Speaker Series. I had the honor of winning the Digital Analytics Association's Award for Excellence as The Most Influential Industry Contributor in 2012. I also created and manage the X Change Digital Analtyics Conference, the premier conference for digital measurement professionals and blog on all things analytics at http://semphonic.blogs.com/semangel/ Specialties: Measurement Strategy, Customer Behavioral Segmentation, Analysis and BI Integration, Web and Digital Analytics