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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


Amadesa & Omniture Integration

Over a year ago, I had the opportunity to speak with Amadesa about creating an integration between their testing platform and Omniture SiteCatalyst/Discover.  Having used Amadesa for A|B testing, I was happy with the reporting they provided but I was always finding myself wanting more.  I wanted the ability to further dig into the performance of tests I was running using Omniture Discover in order to find hidden gems
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How Twitter Saved Qwest a Customer

For 3 days, I was unable to access my FTP server on GoDaddy and I was starting to panic.  I begrudgingly reached for the phone and dialed their support number (a toll number at that). After a 15 minute wait and a 45 minute phone call, it was determined that the problem either was on my end or with my ISP. GoDaddy’s suggestion “contact your ISP”. My first step was to send an email, explaining the com
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Delivering Honesty

There have been times where, I wouldn’t say I have been asked to fake the numbers but, I have felt like I needed to make my analysis support a desired outcome. As analysts we serve as independent and impartial investigators, whose goal is to deliver insight and analysis to our various customers so that they in-turn can make educated decisions about the future of their products. If we fall into the trap of sculp
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dSLRs, Holgas, and Web Analytics (A Story of Multiplicity)

A few years back, I remember reading a blog post by Avinash Kaushik on the subject of Multiplicity. In theory, I completely agreed with the idea of multiplicity however in practice, I found myself being a laser beam for all things Omniture. I was the perfect case study for the “single source of truth” model. I found myself sitting in strategy meetings where analytics was being discussed and I found myself
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Yahoo Web Analytics WordPress Plug-in from Rudi Shumpert

Even for amateur blog authors, understanding your site traffic is critical to building a site that provides information and services that people are asking for.  Even if you are just blogging about your kids soccer game, understanding where your traffic is coming from and what they are doing on the site can not only prove interesting but may help you target your posts for your most faithful readers. Google Analytics
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Kill the Office

Companies use office real estate as a means of maintaining a sort of social order. It doesn’t take an advanced degree in deductive logic to observe this sacred, yet often unspoken ritual. Look around, when was the last time you saw a CEO sporting a tricked out cubical? Now the social order goes something like this. The Executive The Executive is typically reserved for your upper crust of the corporate elite, yo
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2012: A Lesson for Analysts

We tend to gravitate to the sensational, hence why nightly news shows are filled with stories of rape and murder and conspiracy, we know deep down it’s wrong, yet we can’t look away. When we get sucked into this world of mystery and intrigue, we tend to throw out logic and believe anything that is flashed before our eyes. Welcome 2012. The year the world will end. Well, according to popular Mayan belief.
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Understanding The ‘Fall Out’ Report in Omniture Discover

A. The percentages in column A represent the conversion rate for each step relative to the entry point into the funnel. In the example, the 1.19% conversion rate for ‘Compose Message’ is calculated as ‘Visits to Message Compose / Visits to Central’ — in the context of the path: ‘Central’ to ‘Advanced Search’ to ‘Compose Message’. B. The first conversio
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Sexy Subject Lines

Did I catch your attention? Email subject lines are a critical part of any good marketing plan and should be tested, tested, tested. However, I fear the conversion funnel of Send–>Open–>Click–>Conversion is typically overlooked in our fast paced, get it done and out the door now, world of online business. I recently received an email from Threadsy, touting the new features of their “a
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Integrate Test&Target with Omniture SiteCatalyst

Step 1: Update your s_code.js file with the Omniture TnT Integration Plugin – Version 1.0 [javascript] * TNT Integration Plugin v1.0 */ s.trackTNT = new Function(“v”, “p”, “b”, “” + “var s=this,n=’s_tnt’,p=p?p:n,v=v?v:n,r=”,pm=false,b=b?b:true;if(s.” + “getQueryParam){pm=s.getQueryParam(p);}if(pm){r+=(pm+’,');}if(s.wd[v" +
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