May 14, 2008 08:30 ET

Semphonic and Web Analytics Demystified Establish X Change Conference Scholarship for Professional Web Analytics Practitioners

Scholarship Encourages and Promotes Innovative Use of Web Analytics for Improving Web Site Performance

NOVATO, CA--(Marketwire - May 14, 2008) - Supported by generous donations from Semphonic, a leading web analytics consultancy, and Eric T. Peterson of Web Analytics Demystified, the noted web analytics author, consultant, and speaker, the X Change Conference Scholarship will be established to encourage and promote the innovative use of web analytics for improving web site performance.

Eric T. Peterson, world-renowned figure within the web analytics industry, author of "Web Analytics Demystified" and co-founder of the world's only social network for web analytics professionals, states, "I hope the scholarship will further support the advancement of worthy web analytics practitioners and unveil new ways in which aspiring leaders approach the craft."

Gary Angel, co-founder of Semphonic and X Change Conference creator, said, "I am delighted that the scholarship will enable Semphonic and Web Analytics Demystified to identify and select young talent with a passion for the web analytics industry."

The X Change Scholarship will have the following criteria. The applicant must submit an essay of approximately 1,500 words that describes the actual use of web analytics to improve the performance of a public web site. The essay must include a detailed explanation of the tools and techniques used, the objective of the analysis, improvements that resulted from the analysis as well as a monetary evaluation of these improvements.

The Scholarship will be open to all practitioners of web analytics who have performed web analytics for a public, English language web site for at least one (1) year. The winning applicant must agree to present the essay to the Conference and answer questions regarding the analysis by the attendees. The applicant will not be required to present confidential information. However, the presentation must be in enough detail so that Conference attendees will understand the analysis and its significance. The grant will include attendance at the conference, room and board while attending the Conference, and reasonable travel expenses.

The 2nd Annual X Change Conference will be held in San Francisco on August 18th and 19th and will be co-sponsored by Web Analytics Demystified and Semphonic, two of the leading web analytics firms in the United States. X Change is a highly focused web analytics conference for and by real world practitioners and web analytics managers, brought together into an intimate setting to share experiences and brainstorm new approaches.

X Change consists entirely of small group conversational "huddles" where participants get to talk and work with leading industry experts. Last year's conversations were facilitated by experts from companies like Web Analytics Demystified, Semphonic, Digitas, Reed Business Interactive, Visual Sciences, Omniture, Enquiro, WebSideStory, WebTrends, and many more. Event participants included top Fortune 500 companies from Advertising, Financial Services, Pharmaceuticals, Entertainment, Retail, Publishing and IT.

At X Change, attendees select from a wide variety of small group "huddles" facilitated by leading web analytics practitioners, each of whom were in exactly the same position as the X Change Scholars years ago, who are now responsible for some of the most advanced digital analytics practices in the world. These practitioners will work peer-to-peer with attendees on subjects as diverse as analysis-based reporting, mobile measurement, analytics data integration, and new directions in areas like voice-of-customer and customer-experience-management combined with web analytics.

To learn more about the X Change Conference and apply for the Scholarship, please visit To learn more about X Change and to register, please visit

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