Alan Etkin pushes the boundaries of traditional analytics by measuring the monetary performance of higher education websites. Over the past decade, he’s developed techniques for monetizing behavioural metrics to help institutions identify effective strategies and prioritize investments. Etkin is a Senior Analyst at the British Columbia Institute of Technology, and works part-time as an Associate with Ruffalo Noel-Levitz, helping universities across North America refine their use of web analytics. Prior to working at BCIT, Alan managed the creation of an e-commerce site for a major Canadian retailer. Alan has a master's degree in Communications from Simon Fraser University, and a Certificate of Web Intelligence from University of Californa, Irvine.