Michael Helbling is the Analytics Practice Lead at Search Discovery. In that role he guides clients in creating meaningful analytics programs that drive value in real terms. For more than a decade he has been a practitioner of digital analytics with expertise in implementation, data interpretation, and optimization. In 2015, Search Discovery’s Analytics Practice became the first North American company recognized as an Adobe Analytics specialized partner, and also won recognition from Google as the recipient of The Google Analytics Award for Excellence. He frequently speaks and writes about analytics topics and is a co-host on The Digital Analytics Power Hour podcast.