Brian Clifton (PhD), is an independent author, consultant and trainer who specialises in performance optimisation using Google Analytics. Recognised internationally as a Google Analytics expert, his latest book, the second edition of Advanced Web Metrics with Google Analytics is used by students and professionals world-wide. Brian has been involved in web design and SEO since as far back as 1997, when he built his first website and started defining best practise to advise clients. From 2005-8 he was Head of Web Analytics for Google EMEA (Xoogler*), defining the adoption strategy and building a team of pan-European product specialists from scratch. A legacy of his work is the online learning centre for the Google Analytics Individual Qualification. Brian is the Founder, CEO and Senior Strategist for GA-Experts.com – a company specialising in performance optimisation using Google Analytics and Urchin Software for global clients. Follow him on Twitter at @brianclifton or Google+.