Eric T. Peterson is author of Web Analytics Demystified, Web Site Measurement Hacks and The Big Book of Key Performance Indicators and a long-time member of the web analytics community. He frequently presents on web analytics and is often cited in articles about digital measurement.
Wall Street Journal article: http://online.wsj.com/article/SB10001424052748703940904575395073512989404.html
NPR transcript of podcast with Author of the WSJ Article:
Blog Posts Mentioned in podcast: