The office supplies retailer say it sacrificed some sales to improve online profitability. It also redesigned its business-facing e-commerce site, StaplesAdvantage.com.
Will Hodgman replaces previous CEO and co-founder Hiten Shah who will now serve as president.
SAN FRANCISCO – Will Hodgman, a successful entrepreneur and proven c-level executive in the measurement and analytics industry, has been named the new chief executive officer at KISSmetrics, the leader in person-based customer analytics. He replaces previous CEO and co-founder Hiten Shah who will now serve as president.
As CEO, Hodgman is responsible for defining and executing the company’s business strategy, securing and managing capital, and scaling the business in ways that grow revenues and market reach. He continues to serve on the company’s board of directors which he has been a member since 2010.
“Over the past several months, we’ve seen rapidly increasing sales in the SMB market and are on the cusp of what we believe will be a break-out year for our technology in 2013,” said KISSmetric co-founder and President Hiten Shah. “At this critical inflection point, we need a CEO with the industry experience and contacts to successfully take our business to the next level. Given Will’s long history in analytics and his success as an entrepreneur, he is clearly that guy.”
Hodgman believes that KISSmetrics is well positioned to be the next mainstream customer analytics tool for SMBs – particularly among SaaS, e-commerce, mobile, social and gaming sectors.
“Typical website analytics have not evolved in step with the digital space. We are in a multi-dimensional, multi-platform world where typical ‘vanity’ metrics do not give meaningful or actionable insight for website owners to run their business,” said Hodgman. “KISSmetrics, with a person-based, cross-platform approach, gives website owners clear, simple and affordable metrics on conversion, revenue, attrition, and effectiveness of marketing spend – on a person-by-person basis.“
Unlike traditional website analytics, that primarily measure page views, browsers and frequency-type measures, KISSmetrics delivers a deeper and more insightful level of customer-centric and cross-platform data that allows business owners to gauge person-level detail as to who’s on their site, what they’re doing, why and their current and lifetime value as a customer.
Prior to joining KISSmetrics, Hodgman spent four-and-a-half years as executive vice president of international at comScore, Inc. He joined comScore in 2008 when the company acquired M:Metrics, a mobile marketing analytics company co-founded by Hodgman in 2004. Under his guidance as director, president and CEO, M:Metrics became the largest and most-successful global mobile analytics company in the industry.
Previously, Hodgman was executive vice president of Nielsen/NetRatings. He came to NetRatings through the sale of a number of Jupiter Media Metrix analytics businesses that he sold them in 2002. He came to Jupiter Media Metrix in 1999 after the company acquired AdRelevance, a business he founded that is today considered the global standard for competitive advertising analytics.
Separately, Hodgman was on the board of directors for Hitwise, a search and web analytics company from 2002-2007, prior to its sale to Experian.
KISSmetrics is a next-generation web analytics company that enables small and mid-size businesses to grow new and existing customer sales via person-centric data. The company was founded in May, 2008 by Neil Patel and Hiten Shah and currently employs 30 people. The company is based in San Francisco and backed by a syndicate of angels and early stage funds. More information on the company and its services can be viewed online at www.kissmetrics.com