What Analytics Demystified does

Analytics Demystified is a privately-held digital analytics consulting and training firm founded by Eric T. Peterson, operating with a team of 1-10 employees and based in the Portland, Oregon / Camas, Washington area. The firm specializes in implementation, configuration, and optimization of Adobe Analytics and Google Analytics platforms, and provides consulting services on Adobe Target for testing, personalization, and optimization. Its client base is described as 'world-class' enterprises across technology, financial services, consumer packaged goods, and automotive, engaged through direct outreach rather than channel partnerships.

The firm's product portfolio is service-led: implementation consulting, the 'Adobe Analytics Top Gun' advanced training class, Analysis Workspace training, Adobe Target consulting, Google Analytics 360 migration support, and the Adobe Analytics Expert Council (AAEC) membership program. It also operates a thought-leadership content arm anchored by an extensive blog dating back roughly a decade, two published books (Web Analytics Demystified; The Big Book of Key Performance Indicators), and the 26,000-member Measure Chat digital analytics community. Pricing is quote-based professional services with no publicly disclosed rate card.

The go-to-market motion is sales-led and content-driven: long-tail organic acquisition via blog SEO and the Measure Chat ecosystem, mid-funnel conversion through training events, webinars (notably with Adobe), and presence at Adobe Summit and DAA OneConference, followed by direct enterprise engagement. The company is founder-owned, has no disclosed institutional funding, no parent company, and no subsidiary structure. Founded year is stated as 2007 in firmographic data and 2005 in company-history material; the 2005 date aligns with Peterson's earlier work founding the Web Analytics Forum.

Name

Analytics Demystified

Legal name

Analytics Demystified

Website

https://analyticsdemystified.com

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

1–10 employees

Short description

Analytics Demystified is a privately-held boutique consulting and training firm that helps enterprise clients implement, optimize, and train on Adobe Analytics, Google Analytics, and Adobe Target platforms, serving world-class brands across technology, financial services, CPG, and automotive.

Ownership category

akta.pro rank

Headquarters

HQ city

Camas

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Others

Revenue model

1. Analytics Consulting Services: Professional consulting services helping organizations unlock value from their Google Analytics and Adobe Analytics investments. Services include implementation, configuration, optimization, and ongoing analytics support.
2. Training & Educational Services: In-person and virtual training classes on Adobe Analytics and related tools. Offerings include the 'Adobe Analytics Top Gun' advanced training class, Analysis Workspace training, and multi-day training sessions at industry events (e.g., Chicago training sessions coinciding with DAA OneConference). Classes delivered by senior partners and team members.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Analytics Demystified provides expert consulting, implementation, and training services for Adobe Analytics, Google Analytics, and Adobe Target platforms. The firm helps enterprise clients unlock value from their analytics investments through hands-on implementation support, configuration, optimization, and structured in-person and virtual training programs such as the Adobe Analytics Top Gun class and Analysis Workspace training.

Product overview

Analytics Demystified is a consulting and training company offering professional services rather than a software product. The company provides analytics implementation consulting (Google Analytics and Adobe Analytics), testing and optimization services (Adobe Target), and specialized training programs including the Adobe Analytics Top Gun course and Analysis Workspace training. The portfolio includes expert council membership, published books (Web Analytics Demystified, The Big Book of Key Performance Indicators), and extensive blog content spanning nearly two decades of digital analytics thought-leadership.

Differentiator

Problem solved

Functional benefit

Products and services

• Analytics Implementation Services Expert consulting services for implementing Google Analytics and Adobe Analytics platforms, including requirements gathering, technical implementation, configuration of variables (eVars, sProps), Success Events, processing rules, segment building, and Analysis Workspace reporting setup.
• Adobe Analytics Top Gun Training Advanced one-day training course on Adobe Analytics internals, based on the Adobe Analytics Handbook, designed for administrators, analysts, and developers seeking deep technical knowledge of the platform.
• Analysis Workspace Training Training services covering Adobe Analytics Workspace, including advanced reporting, Flow visualization, Fallout reports, Cohort tables, calculated metrics, derived metrics, time-lapse data visualization, segment creation, and cross-product integrations.
• Adobe Target Services Testing and optimization consulting services using Adobe Target, including A/B testing, profile scripts, audience creation, Automated Personalization, Recommendations, geo-targeting, impression capping, and integration with Adobe Analytics via Analytics for Target (A4T).
• Google Analytics Services Consulting services for organizations migrating to or optimizing Google Analytics 360 implementations, including configuration, analysis, and reporting best practices.
• Adobe Analytics Expert Council (AAEC) A membership-based expert council providing advanced Adobe Analytics guidance, peer networking, and specialized training for Adobe Analytics practitioners.

Quantifiable outcome

• Analytics Demystified helped raise $40,000+ for Black Girls CODE through a community fundraising campaign that exceeded its goal in 3 days.
• +1 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Three partnerships are on record, tiered core, notable and flagship.

• AdobecoreTechnology or Integration · 23 October 2020Eric Peterson joined Adobe on a webinar in October 2020 to discuss Analytics for Target (A4T) integration, covering how A4T can align organizations, scale optimization programs, enable automation with Target, and leverage metric-driven AI. Eric's consulting practice is deeply aligned with Adobe Analytics and Adobe Target products, and he has been involved with these products since 2006.
• 33 Sticks (Jason Thompson)notableGTM or Marketing Partner · 29 June 2020Analytics Demystified (Eric Peterson) partnered with Jason Thompson, CEO and co-founder of 33 Sticks, for a joint fundraising campaign supporting Black Girls CODE. The two competing analytics firms agreed to match donations dollar-for-dollar up to $20,000 each, aiming to raise $40,000 total for the non-profit. The campaign exceeded its goal in 3 days, raising over $50,000 from nearly 100 individual donations.
• Measure ChatflagshipGTM or Marketing PartnerMeasure Chat is a 26,000-strong digital analytics community founded by Eric Peterson of Analytics Demystified, originating from the #measure hashtag on Twitter. The community serves as a peer knowledge-sharing platform for digital analytics professionals. Eric actively fosters and leads this community as part of his industry thought leadership activities.

Scale indicators5 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• 33 Sticks: Digital analytics and marketing optimization consultancy with comparable Adobe/Google Analytics implementation focus. Directly comparable niche-boutique peer; the two firms have even publicly co-led industry events such as the Black Girls CODE fundraiser.
• ObservePoint: Tag governance, analytics validation, and Adobe/Google Analytics auditing firm that shares the same customer base and frequently runs co-marketing events with Analytics Demystified. Functions as a complementary analytics-quality peer in the same ecosystem.
• Blast Analytics & Marketing: Mid-sized digital analytics and Google Analytics 360 consultancy serving enterprise clients with implementation, training, and analysis services — the most direct comparability on service mix and target buyer profile.
• Cardinal Path: Google Marketing Platform certified analytics consultancy with deep Google Analytics 360 and Looker Studio expertise, serving a similar enterprise segmentation and overlapping measurement-services portfolio.
• Napkyn Insights: Adobe Analytics and Adobe Target implementation boutique serving enterprise clients. Closely comparable niche peer with similar analytics-platform specialization and consulting-only model.
• Two Octobers: Boutique Google Analytics 4 and Tag Manager implementation consultancy. Similar boutique structure and pure-analytics focus, with a slightly different vendor emphasis.
• Cypress North: Digital analytics and marketing consultancy offering Google Analytics, Google Tag Manager, and Looker Studio services to mid-market and enterprise clients — a comparable single-vendor-aligned boutique.
• Semtek Infotech: Small digital analytics and tag-management consultancy with focus on enterprise Adobe and Google Analytics implementations — structural and service-portfolio analogue to Analytics Demystified.

Broad incumbents

• Bounteous: Larger digital experience and analytics agency offering Adobe Analytics, Adobe Target, and personalization services among a wider commerce and experience portfolio. Comparable on Adobe practice but at meaningfully greater scale.
• MoreVisibility: Long-standing analytics and SEO agency with Google Analytics 360 and Adobe Analytics implementation practices, serving similar enterprise clients with a broader search-marketing portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/erictpeterson
• LinkedInlinkedin.com/company/web-analytics-demystified

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Analytics Demystified