eric peterson - Internet Marketing News and Blogs

Google Analytics, Big G's highly popular free reporting software, is two years old tomorrow, but what impact has it had and what's in store for the future?

Arguably one of the biggest developments in the online marketing space in the past few years, Google Analytics is a fine tool for marketers, although it isn't without its issues.

We caught up with Google Analytics' Brian Clifton, as well as web analytics gurus Jim Sterne and Eric Peterson, to see how the software is shaping up, two years on... 

Eric T. Peterson is a veteran of web analytics and author of Web Analytics Demystified, Web Site Measurement Hacks and The Big Book of Key Performance Indicators.

He spoke to us about how Web 2.0 features and concepts are shaking up the measurement space, the need for standards and the implications for site owners and advertisers.