Rod Jacka is a veteran of web analytics and was one of the first people in the world to be certified by Google to join their Google Analytics Certified Company program in 2006. With over 16 years experience he is widely regarded as a leading expert in how to apply insights from tools like Google Analytics to real world problems. Rod founded Panalysis in 2001 after a long period of frustration in hearing people saying things such as “my website gets a million hits a month”. Knowing that there was much more to be gained than simply counting hits he set up Panalysis to provide insight and commercially actionable data from web analytics tools. Rod also writes for the Panalysis blog. Follow him on Google+.