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ason is an experienced digital analyst & entrepreneur whose primary focus is on forcing organizations to think differently about the delivery of information, insight, and recommendations.

Recently, Jason co-founded 33 Sticks, an analytics boutique, advising Fortune 500 companies and partnering with unique, early-stage startups.

Previously, Jason served as Vice President of Strategy & Consulting at Keystone Solutions, where he drove overall analytic & optimization strategy, process, and organization. His personal passions include a love for cooking, a talent for playing bass guitar, and a unique interpretation on life through the art of photography.

Prior to joining Keystone Solutions, Jason was a Senior Consultant at Numeric Analytics. Before joining Numeric, Jason was Manager of Web Analytics for Spark Networks, where he crafted a world-class analytics practice.

Jason honed his digital analytics skills at Omniture, leading implementations for top clients, such as NBC Universal, MTV Networks, and Anheuser-Busch, as a Senior Implementation Consultant. Jason is a member of Adobe’s Customer Advisory Board and is routinely called upon to share his opinions as an industry expert.

Jason holds a B.S. in Information Systems and an M.S. in Management Information Systems from Utah State University.

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Recent Blog Posts


Sell Like a Farmer

For the last 4 years, one of my primary goals has been building new business, be it for my employer or now for my own company, 33 Sticks. Over those 4 years one thing has become very clear, I tend to take a very non-traditional approach to building companies, managing teams, and acquiring sales. In fact, in regard to my business style, I’ve been told the following several times over: “I don’t unders
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Are Web Analysts Becoming the New IT?

I started out my career working in the IT department for a large networking company and during that time I watched IT go from being king of the castle, pre dot-com bubble burst, to a commodity, in a relatively short period of time.   Fast forward 15 years, the same warning signs that were there for the IT Professionals are once again appearing for the Web Analyst.   SUPERIORITY COMPLEX IT Professionals deve
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Going Freelance Isn’t As Scary As You Think

Last month, I decided to take a leap of faith when I left a steady paycheck behind to open up 33 Sticks. One of the questions I get asked the most is, “isn’t doing your own thing scary?” The answer is NO, it’s not scary, it’s a tremendous amount of work, it’s stressful, it’s time consuming, but it’s not scary. To help, I’ve put together a list of eight things that
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DAA: This is OUR Association

Almost two years ago, to the day, I wrote a post called ‘WAA: This is OUR Association‘ in which I proclaimed that “we MUST continue to push for change to make this truly OUR organization.” Well, two years have passed and not much has changed. Sure, the name has changed from Web Analytics Association to Digital Analytics Association to better represent what we do but has this truly become OUR o
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Introducing 33 Sticks

In 2004, I received a call from a friend that drastically changed the course of my career. At that time, I was looking for new opportunities, having spent the previous 6 years as a software developer, that would keep me challenged. “Dude, you should come work with us at Omniture, we are doing some really cool stuff here!” I’m pretty sure I responded with a “I’ve never heard of them”
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Supercharging Your Optimization Practice With Satellite

“Can we run 8-10 optimization campaigns concurrently?” It seems most executives must have attended the same optimization maturity workshop, as I’m often being approached by organizations, both large and small, to help them mature their optimization practices to a point where they are consistently running 8-10 optimization campaigns concurrently. What I have discovered is that most organizations are
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Build a Simple Heatmap Using R

Heatmaps have historically been given a bad name in the web analytics industry but they can be a powerful tool for data visualization. noun \ˈhētmap\ 1 a : A heat map is a graphical representation of data where the individual values contained in a matrix are represented as colors. In this blog post, I’m going to show you how easy it is to create a simple heatmap using R. NOTE: This tutorial assumes you already
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Thank You For Bringing Fresh Water To Ethiopia

Two years ago, I donated my birthday to charity: water and this morning I was greeted with news that the funds raised have been used to build a new fresh water well in the village of Gaday in Ethiopia. The well will provide clean drinking water to 300 people who previously walked over two hours to collect fresh water. Thank you to everyone who helped make this dream a reality. Please visit the project page to learn m
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Greatness Looks Effortless

Imagine Michael Phelps in the pool. Imagine Usain Bolt on the track. If you are more into the arts, imagine Eric Clapton playing the guitar or Banksy at an empty wall. These are all people who have achieved greatness in their specific fields, when they practice their art, they make it look so effortless. Although Usain Bolt looks like he is out for a nice Sunday jog, what he does is extremely difficult and hundreds o
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