Matthias Bettag works as a Web-Expert for Bayer Healthcare Pharmaceutical's "Global Business Support" since 2007. This function supports the global business units regarding planning, measurement, analysis and optimization of marketing websites. This includes ownership of the webanalytics platform with all related processes, and managing the user-community of product managers, e-marketers and external agencies. Prior to his current position Matthias studied media computer science and worked as a data manager and webmaster. Matthias is volunteering as the German country manager of the Web Analytics Association (WAA) and lives in Berlin, Germany.