We have seen very interesting things since last eMetrics in Washington in the Web Analytics Industry, as Eric Peterson, recently appointed Director of OX2 declared to ClickZ: “This has been one of the weirder weeks in Web Analytics ever. One of the biggest publicly traded companies gets acquired, and another lets its executives go. Now I’m afraid to wake up tomorrow and find out what else might be going on“.
The first thing that seems clear now is that Greg Drew and the other three VPs were asked to leave by the Board of WebTrends.
Bruce T. Coleman, who has become the interim CEO, knows WebTrends very well as he was member of the Board since 1998. So even if he has no experience in Web Analytics operations, my feeling is that he understands very well the sector and he has got some ideas for the future.
Coleman has also extensive experience in running technology companies and thus we can expect some changes in the coming months. From public declarations of their CMO Tim Kopp:
“The company has been doing great. We’re driving double-digit growth. But we believe we can continue to do better and the board wanted to make a change to help accelerate growth“.
So the objective is to increase growth and this seems to be the main reason of the management changes. This was corroborated by Bruce Coleman who stated:
“We need to get more new deals, this is a company that’s growing, but not growing as much as the marketplace. Given the investments, [the owners] want to see more of a return.” (more…)