Dennis Mortensen is the director of data insights at Yahoo! Dennis is an accredited associate web analytics instructor at the University of British Columbia, the author of data driven insights with Yahoo! Web Analytics, and a frequent speaker on the subject of Analytics, Media and Marketing. Dennis is an entrepreneur and was the chief operating officer of IndexTools until it was acquired by Yahoo! Inc., in May 2008. He sits on the Board of Directors at the Web Analytics Association, and he maintains the highly popular analytics blog, VisualRevenue.com/blog.