Best of luck to Eric T. Peterson, who has just announced he is jacking in the day job to form his own strategic consulting group, Web Analytics Demystified Inc .
The analytics guru is leaving his position at Visual Sciences - a move he said will allow him to provide "objective thought leadership" to the "entire web measurement community".
"The web analytics industry is extremely hot right now due to the tremendous growth of online advertising, the explosion of 'Web 2.0' technologies, and the entry of the three major players online (Google, Yahoo!, Microsoft) into the web analytics arena.
"I sincerely hope that my returning to vendor-neutral status will allow us to pick up where we left off when I was at JupiterResearch."
Eric (who we interviewed last year on the problems of Web 2.0 measurement) said the new firm will focus on helping companies increase the value of their analytics investments by defining processes for interpreting data. He told us:
"I believe the web analytics market is changing. More and more companies are beginning to realise that success with web analytics is not about a particular technology; web analytics is a series of business processes that, when successfully deployed, allow companies to incrementally improve their online business.
"There is a significant gap in thought leadership talking about the process of 'doing' web analytics. Web Analytics Demystified will begin to fill that gap."
He's bang on, of course. Capturing the data is one thing, but making sense of it is key. Good luck Eric!