Brian Clifton (PhD) is an analytics advisor, author and educator who specialises in performance optimisation using Google Analytics. Recognised internationally as a Google Analytics expert, his book series Advanced Web Metrics with Google Analytics is used by students and professionals worldwide.As Google's first Head of Web Analytics for Europe (2005-8), Brian built the first pan-European team of product specialists. A legacy of his work is the online learning centre for the Google Analytics Individual Qualification (GAIQ).Brian is a guest lecturer at University College London (MSc, "Web Economics") and at the Stockholm School of Economics. You can hear him speak at numerous conferences around the word - particularly in Europe where he presents on web measurement, digital marketing, content optimisation - and how these can all interlink to create a successful online business strategy.