Michael bootstrapped userplane and sold it to AOL, then went on to found Tsavo . think web businesses are metric businesses. They may not be metric businesses when you initially start and you’re just building your software, but at some point it becomes about new users per day, new signups per day, etc. think, when you find companies ( Can’t see video? Try this. )

worked at Userplane, building social applications for sites like MySpace. We provide traffic analytics, cross-tabulated across demographics, A/B testing to see how an audience is using certain pages, and engagement metrics. As companies figure out a way to monetize social media, one of the areas which has been lacking is a way to measure the impact and effectiveness of social media advertising. To gain some insight into the area, we spoke with Ian Swanson, one of the founders of Sometrics (www.sometrics.com), which develops software to gather information on social media and optimize advertising.

worked at Userplane, building social applications for sites like MySpace. We provide traffic analytics, cross-tabulated across demographics, A/B testing to see how an audience is using certain pages, and engagement metrics. As companies figure out a way to monetize social media, one of the areas which has been lacking is a way to measure the impact and effectiveness of social media advertising. To gain some insight into the area, we spoke with Ian Swanson, one of the founders of Sometrics (www.sometrics.com), which develops software to gather information on social media and optimize advertising.