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Speaker List
Conference Chairs:
Featured Presenters:
Edward B. Keller, GfK NOP, CEO
Ed Keller, CEO of GfK NOP, is widely recognized as an authority on consumer trends and forces driving consumer market behavior in the US and around the world.
Responsible for the management and strategic development of GfK NOP, Keller has had a long career in marketing and media research, consulting with clients in the corporate, governmental and not-for-profit sectors.
Keller was named CEO of GfK NOP in 2004. Previously he was CEO of RoperASW, an NOP World Company. Keller joined Roper Starch Worldwide in 1986, was named president and chief operating officer in 1996, and was named CEO of RoperASW in September 2001. In January 2004, RoperASW and the Consumer business units of NOP Research in the UK joined as a single entity to become GfK NOP.
An active member of the marketing community, Keller serves as Vice President of Market Research Council, a member of the Board of Directors of the Advertising Research Foundation and Chairman of its Research Advisory Committee; on the board of directors of CMO (Council of Marketing and Opinion Research); co-Chairman of the Word of Mouth Marketing Association’s Research Standards Committee, a memer of the External Advisory Board for the University of Wisconsin-Madison A.C. Nielsen Center for Marketing Research and on the Advisory Board of the MSMR program (Master of Science in Marketing Research). The Influentials, which Keller co-authored in 2003 with Jon Berry, was selected as one of the five finalists for the 2004 Berry-AMA Book Prize for Best Book in Marketing, an honor that recognizes books whose innovative ideas have had significant impact on marketing and related fields.
Keller graduated magna cum laude from the University of Pennsylvania, where he also earned an MA in Communications from The Annenberg School for Communication.
Jonathan Carson, Buzzmetrics, President and Chief Executive Officer
Jonathan Carson is a recognized authority on important online trends with a history of internet business accomplishments. As President and Chief Executive Officer of BuzzMetrics he manages the company’s operations and client relationships. Prior to BuzzMetrics, Jonathan founded and served as President of Intercities, Inc., an interactive development and consulting firm that worked with clients including Intel, Disney, National Institutes of Health, Cendant and the state of Arizona. Previously, Jonathan worked as a lead researcher for the Georgetown University Center for Business-Government Relations. Jonathan is a co-founder and director of the Word of Mouth Marketing Association, and has served on the boards of Adamsmith.net (an Internet spinoff of Adam Smith Global Television) and Sharpflat, Inc. He co-authored a chapter about the effect of the Internet on corporate governance for a Euromoney/Institutional Investor textbook with Jim Felton, the Central Michigan University professor whose Journal of Finance paper proved that the Enron scandal was first leaked on the Yahoo stock message boards.
Dr. David Godes, Assistant Professor, Harvard Business School
Dr. David Godes holds a Ph.D. and S.M. in Management from the Massachusetts Institute of Technology and a B.S. in Economics from the University of Pennsylvania. Much of his current research focuses on incentives and compensation issues, particularly as they relate to salespeople. In addition, he is also interested in research issues concerning the Internet and the marketing impact of fashions, trends and word-of-mouth. Prior to returning to MIT to join the doctoral program, Dave started and ran his own market research and consulting firm which served a range of clients throughout the Northeast drawn from banking, mortgage lending, health care management and venture capital. Prior to that, he was a Senior Product Manager at a New England consumer bank.
Karthik Iyer, Intelliseek, Senior Vice President of Business Development
Karthik Iyer founded the BrandPulse (formerly called Corporate Intelligence Service) in 2000. Currently, as the senior vice president of Business Development, Karthik is charged with creating new markets for Intelliseek’s state-of-the-art information retrieval technology, business intelligence applications, text-minig/text-analysis technologies and related services. Before Intelliseek, Karthik held key positions with Proctor & Gamble Company, where he helped launch innovative, Internet-based approaches to network marketing and viral marketing to better connect the corporation with its consumers, employees and other stakeholders. Karthik brings to Intelliseek more than 10 years of research and analytics experience and a unique combination of technology and business development skills. Karthik holds a doctoral degree from the Ohio State University, a master’s degree in business administration from the University of Cincinnati, and a bachelor of technology degree from the Indian Institute of Technology, Kanpur.
Joe Pilotta, BIGresearch, Vice President
Joe Pilotta is both the Vice President of BIGresearch and a Professor at Ohio State University, School of Communications. Joe has expertise in contemporary research methodologies, consumer behavior, consumer taste and preference, and globalization of political economy. Joe has conducted over 60 online studies in consumer behavior over the last 3 years. With BIGresearch, Joe launched the first Simultaneous Media Study and a database of over 65,000 observation has been developed. Joe is currently launching the Simultaneous Media Planning, and a Return on Customer Investment System, and has launched BIGresearch in China. He holds two PhDs from Ohio University (Communication Research)and from University of Toronto (Sociology), Canada. Senior Fellow, Midwestern Universities Consortium for International Activities (BigTen) and Co-Founder of the Center for Globalization, Guatemala. Joe also serves on the ARF, Long-Term Advertising Effectiveness Committee, and the Standard and Measures Committee of WOMMA.
Laurent Florès, CRMMetrix, Chief Executive Officer
Laurent Florès is CEO of CRMMetrix, a leading customer listening company. By leveraging over 15 years of experience measuring and building brands off line and online around the world, Laurent founded CRMMetrix. The company is based in NY, Paris and Bombay and counts Fortune 500 companies as clients such as Kraft, Coca Cola, P&G, Danone, L’Oréal, IBM working in areas such as Relationship Marketing, Innovation, and Word of Mouth measurement.
Laurent regularly publishes, speaks, and teaches internationally at conferences such ARF, Admap, AMA, ESOMAR, etc. He seats on the board of ESOMAR, the worldwide leading marketing research professionals association. Among other distinctions, he received the Fernanda Monti award from ESOMAR for best annual paper in 2001 and was nominated for best speakers at various worldwide annual events.
He is a graduate from Grenoble University Marketing PhD program, holds an MBA from ESC Rouen in France and a business certificate in e-metrics from the Wharton Business School.
Steve Hershberger, ComBlu, Partner
Although Steve has spent nearly twenty years in marketing, he has honed his marketing skills while at the helm of a number of highly successful businesses, all of which were built from the ground up.
Some of the high points of his career include:
creation of the Evangelist Effect and applying it with dramatic results
to industry leaders in retail, distribution, finance and home services, leading the early development of pragmatic and powerful Internet-based business management tools for some of the nation's most respected companies, consistently creating innovative and elegant business solutions to complex business problems, and assembling teams of highly inspired people capable of achieving tasks that others considered to be 'impossible'.
Jon Berry, GfK NOP, Vice President
Jon Berry is senior vice president and editorial director with the New York-based market research and consulting firm NOP World. Mr. Berry oversees editorial products of the company’s Roper Reports and Roper Reports Worldwide consumer trends research services, including The Public Pulse and Global Pulse trends newsletters. He also consults with the service’s 100-plus clients, and is a frequent public speaker.
Mr. Berry is co-author of the book The Influentials (Free Press, 2003), based on NOP’s proprietary research on the growing role of consumer word-of-mouth in the marketplace and society. The book has been featured in The Washington Post, The New York Times, Fortune, BrandWeek, AdWeek, Ad Age, Fast Company, and many other publications, and was selected as one of the five best marketing books of 2004 by the American Marketing Association.
Sarah Dietz, Burson-Marsteller, Senior Associate
Sarah Dietz is a Senior Associate in the Knowledge Development department at Burson-Marsteller, a global communications consulting firm. Ms. Dietz works on the firm’s proprietary research studies including CEO reputation, corporate reputation, and “e-fluentials”. In addition, she develops content for the CEOgo.com, e-fluentials.com, and CrisisResource.com Web sites. Ms. Dietz’s expertise includes online study and questionnaire design for both quantitative and qualitative studies as well as analysis of research data.
Before joining Burson-Marsteller, Ms. Dietz was Project Director/Market Research Coordinator with Talk City Online Market Research Services (formerly Research Connections, Inc.). There she took part in many research studies for both quantitative and qualitative objectives. These included concept tests, Web site evaluations, ad testing, employee satisfaction, and customer profiling. She also programmed online questionnaires in HTML and moderated online focus groups. In addition, Ms. Dietz was responsible for training new project coordinators and technical support.
Ms. Dietz graduated from Ithaca College with a Bachelors of Science in marketing.
Richard Fielding, Starcom, VP Director, Insights & Analytics Group
Richard Fielding currently oversees the Insights & Analytics group he formed after joining Starcom’s North American office as media research director in December 2000.
In his position, Fielding leads his research team on three core fronts. First, he is responsible for evolving and developing tools and proprietary studies that offer valuable new consumer insights. Second, he works to continually educate the U.S. media team, providing them valuable information to remain ahead of the game. Third, Fielding is in charge of harnessing the latest and best thinking in the field.
Fielding first made his presence known in the press by guiding Starcom’s analysis of TiVo’s new second-by-second ratings product—the first numbers to provide such detailed insight on the viewing patterns of DVR subscribers. The analysis offered valuable views on consumer engagement with commercials as viewed on DVRs, and engagement levels as they related to program type and recorded viewing versus live viewing. Recently his team completed a large scale Print Engagement Study which has supported Starcom’s magazine investment group’s new output bases accountability positioning.
Matt McGlinn, BzzAgent, Director of Research
Matt McGlinn is the Director of Research at BzzAgent, a leading word-of-mouth marketing and research firm that utilizes a network of over 90,000 volunteer brand evangelists to assist clients in amplifying and understanding word of mouth. Matt oversees all research design, measurement opportunities and analysis for BzzAgent programs as well as manages client and research partner relationships. Prior to joining BzzAgent, Matt developed e-commerce and website strategies for niche market music instrument wholesalers and retailers. He also developed non-traditional marketing programs as the manager of college promotions at Rounder Records. He received his MBA from Baruch College with a concentration in Entrepreneurial Strategy and Marketing.
Gregory E. Wester, VoodooVox, Vice President of Research and Promotion Services
Greg is founder and president of Soapbox Marketing, a word of mouth consultancy that helps brands strategize, design, and launch measure best-practice digital word of mouth campaigns. Its design methodology focuses on understanding and tapping the subconscious motivations that drive person-to-person word of mouth. Soapbox’s clients have included: Coca-Cola, TiVo, Bacardi Mixers, GetConnected, AAA, Club Med, and AOL. Greg also serves as VP of Research at Voodoo Vox, an interactive mobile marketing platform, used by over 250 radio stations, that combines broadcast radio, station call in lines, cell phone opt-in messaging, and mobile content distribution.
Prior to founding Soapbox Marketing, Greg worked at Organic, an Internet professional services firm and web site developer. Prior to joining Organic, Greg served as Vice President of Internet Marketing Strategies at the Yankee Group, a leading Boston-based high-tech strategic advisory company. Greg’s 20 years of industry experience began at GTE Research Labs, supporting technical development and marketing analysis of early interactive TV market trials. Greg’s passion and expertise in interactive marketing began with academic studies in engineering, marketing, and psychology from Cornell and Harvard Universities.
Dr. Walter Carl, Northeastern University, Assistant Professor
Dr. Walter Carl conducts research and teaches in the areas of interpersonal and organizational communication. His publications include book chapters and journal articles on the topics of social interaction, personal relationships, and how relationships serve as a basis for influence and persuasion. His most recent research investigates word-of-mouth as it is embedded in routine, everyday communication practices, with a special emphasis on analyzing actual conversations and unique relationship histories. Of special interest is the study of buzz marketing communication and comparing everyday/organic versus institutional/amplified word-of-mouth. Dr. Carl also designs research-based consulting and training interventions for companies, universities, and not-for-profit organizations to help them with a variety of interpersonal and organizational communication processes. Dr. Carl received his Ph.D. from the University of Iowa and his master's degree from the University of North Carolina at Chapel Hill.
Graham Mudd, Manager, Industry Analysis, comScore Networks
Graham Mudd is a senior industry analyst at comScore Networks. Since joining the company nearly three years ago, Mr. Mudd has helped conduct and lead analytical projects spanning a number of industries, including retail, media and financial services. In addition to developing research studies for clients such as Hewlett-Packard and Wine.com, Mr. Mudd has served as a lead analyst for the media and has been quoted by The New York Times, The Wall Street Journal, BusinessWeek and other leading business publications. Prior to joining comScore, Mr. Mudd led business and financial communications efforts for technology clients at Edelman Worldwide. Mr. Mudd holds a B.S. in psychology from Santa Clara University.
Promise Phelon, Phelon Group, Founder and CEO
Founder and CEO Promise Phelon leads The Phelon Group by studying and analyzing the enterprise markets to develop strategies that help the firm’s clients anticipate and meet changing market directions head-on. She is the premier thought leader in the arena of Customer Leverage and customer reference programs.
As Partner of The Phelon Group, Promise has helped market-leading companies minimize sales cycles, maximize marketing impact and strengthen crucial customer relationships through customer leverage initiatives.
Before founding The Phelon Group, Promise held senior marketing positions as Sales Enablement, Product Strategy and Product Marketing at BEA Systems. During her tenure, she launched and managed a sales-focused customer reference program through which she leveraged early customers to ensure field, customer, press and analyst adoption. As Product Strategy and Marketing Director, Promise developed and executed go-to-market product strategies, including traditional product marketing support. She also introduced innovative enterprise sales training approaches and defined and implemented an Integration Customer Advisory Council.
Promise earned her Masters of Business Administration in Hi-Technology Management from Pepperdine University. She also earned a Bachelors degree from Southern Methodist University in Dallas. Promise is a charter member of the Word of Mouth Marketing Association.
Pete Blackshaw, Intelliseek, Chief Marketing Officer and WOMMA, Co-Founder
Pete Blackshaw is a recognized expert in interactive marketing, word of mouth, and consumer understanding. He presently serves as Chief Marketing and Client Satisfaction Officer of Intelliseek, a Cincinnati company specializing in measuring and analyzing online “buzz”—or Consumer Generated Media (CGM) – in blogs, message boards, and direct consumer feedback to companies. Intelliseek’s blog portal, Blogpulse.com, monitors over 3.5 million blogs every day, and serves as a showcase of Intelliseek’s advanced text mining capability. Intelliseek was recently named to Inc 500’s list of “Fastest Growing Privately Held Companies.”
Pete is one of the founders of the Word of Mouth Marketing Association, one of the fastest growing industry groups in advertising and marketing circles, and he presently authors a bi-weekly column JupiterMedia’s "ClickZ” network.
Karen Kraft, Decision Analyst, Senior Account Executive
Karen Kraft is a Senior Account Executive at Decision Analyst, Inc., an international marketing research and marketing consulting firm. She has over 10 years of experience in marketing research and is well versed in both qualitative and quantitative research methodologies. Karen specializes in new product development research, brand and advertising tracking, and her current work in developing tools to help companies track word-of-mouth about their brands. Holding a Bachelor of Science degree in anthropology from California Polytechnic University, Pomona, her interest in studying people and cultures has naturally lent itself to a fascination with word-of-mouth. As an extension of her research career, Karen also teaches advertising research at the University Of North Texas.
John L. (Larry) Burns, StartSampling, President and Chief Executive Officer
With more than two decades of research and packaged goods experience at some of the nation’s leading companies, Larry Burns is the President and CEO of StartSampling, a marketing and promotions company that has established itself as the leading on-line sampling company by linking brands with consumers.
Before joining StartSampling in September 1999, Burns cultivated a career that prepared him well for his latest professional challenge. Prior to StartSampling, he was Executive Vice President of Product Management at Information Resources, Inc., a Chicago-based information services firm. While at Information Resources, Larry had responsibility for managing and overseeing the InfoScan™ brand, at the time the premier market share-tracking product. Before IRI, Larry worked as a marketing research professional for several major consumer product companies, including Heinz USA, Cadbury Beverages, Pepperidge Farm and General Foods. His early career included work in the trenches of the Marketing Research industry with junior analyst positions and it all started as a telephone and mall interviewer.
Well-recognized throughout the industry, Burns is frequently sought out by the press who appreciate his ability to de-mystify complex topics in an industry where the only constant is change. Burns is a 1976 graduate of Alfred University with a Bachelor of Science degree in Chemistry.
Max Kalehoff, BuzzMetrics, Consultant, Director - Marketing
Max Kalehoff consults as BuzzMetrics’ director of marketing, leading marketing as well as strategic agency partnerships. He has over a decade of experience working with Fortune 500 brands as well as fast-growing startups in the media and information industries. In addition to BuzzMetrics, Max consults regularly to other organizations such as Hitwise and the Interactive Advertising Bureau (IAB), and writes a monthly column for MediaPost on search marketing and its intersection with user-created content.
Max previously served as senior manager of marketing communications at comScore Networks, a global provider of e-commerce ratings. He led marketing strategy and communications, content alliances, and wrote weekly trend reports on the firm’s Internet ratings and e-commerce data. He frequently contributed analysis to the Pew Internet & American Life Project, and was cited extensively in the business and Internet trade press. He joined comScore from Jupiter Media Metrix, when comScore acquired Jupiter’s media ratings business. At Jupiter Media Metrix, Max led marketing communications for the Internet measurement divisions, and supervised a team of analysts and marketing managers. Max began his career as a Harold Burson Summer Intern and became a senior associate responsible for leading client relationships with DuPont, Xerox and Media Metrix.
Max graduated from Syracuse University’s S.I. Newhouse School and holds a bachelor of science.
George Silverman, Market Navigation Inc., President and Founder
George Silverman, President of Market Navigation, Inc., is a recovered and reformed psychologist (ABD for a Ph.D. in educational psychology). His primary interest is in the psychology of marketing, decision-making, persuasion and particularly word of mouth, for which the formal study of psychology had not prepared him, but 30 years of marketing consulting has. He is the inventor of the telephone focus group, co-inventor of the peer word of mouth group (widely acknowledged to be the most powerful marketing method ever developed in the pharmaceutical industry), and has successfully used word of mouth techniques to accelerate purchase decisions for some of the most successful products ever introduced, including the VCR, the
automatic teller machine, the Trac II razor, the NordicTrack and many of the
most successful pharmaceutical launches in history. He is a past Treasurer and Board member of the Qualitative Research Consultants Association (QRCA), and has been Chairman of its Professionalism Committee.
Dave Cadoff, Future Now, Vice President of Business Development
Dave is the Future Now Group's Vice President of Business Development. His focus is developing the tools and training that illustrate cutting edge conversion techniques through Persuasion Architecture. In addition, he supports partners that want to join Future Now in delivering the highest possible conversion rates for their clients.
Bringing over 20 years experience in sales, marketing and technology. Dave has worked for some of the largest companies, like Pepsi-Cola and PricewaterhouseCoopers, to fast-growing start-ups like Interwoven. He's sold everything from microwave ovens to enterprise software and knows that sales is more about psychology than technology.
Ann Green, Millward Brown, Senior Vice President, Marketing Solutions
Ann brings extensive marketing, research, client service, and interactive expertise to Millward Brown. She currently heads up Millward Brown's North American marketing solutions initiatives. This unit delivers the company's newest solutions which help clients build, grow and manage their brands. Prior to this, Ann was vice president in client service, working with leading clients and spearheading new product innovations for North America, which included identifying client needs, building relationships with third-party vendors, and exploring enhancements in technology.
Ann began her early career with Millward Brown, later holding key positions with leading research firms Ipsos-ASI, where she worked with a roundtable of interactive advertisers to create new standards of interactive measures, and at NFO Interactive, where she was responsible for the development of their retail and ecommerce-based business. Just prior to returning to Millward Brown, Ann held consulting positions for several research companies and advertising agencies, including Harris Interactive and Grey Interactive.
Ann holds a bachelor's degree in marketing with a minor in mathematics from Fairfield University in Connecticut.
Dr. Max Kilger, Simmons. Chief Behavioral Scientist
Dr. Max Kilger is a Stanford University-trained social psychologist directing Simmons Market Research Bureau's efforts in developing new methodologies from both quantitative as well as qualitative fields. His graduate studies revolved around how status characteristics as well as verbal/non-verbal cues shape face-to-face discussion and influence. He is one of the leading investigators in market research in the US in the field of database integration and is responsible for the development of all of Simmons' psychographic scales. His research interests include devising effective measurements for sensitive topical areas, the association between psychographic data and consumption patterns, the relationship of people to digital technology and methods of linking datasets containing disparate individuals.
Ted Morris, Brandimensions, Senior Vice President, Strategy and Corporate Development
Ted Morris is responsible for business value delivery to the marketplace to ensure that information is easy to understand, insightful and actionable for marketing, branding and advertising executives. Ted has been instrumental in founding the Brandimensions market intelligence practice and is one of the chief architects of the suite of service offerings that Brandimensions currently deploys across North America and Europe.
A specialist in marketing research, marketing strategy and CRM, Ted was a research practice lead with Maritz Marketing Research Inc. (MMRI) as well as a senior marketing strategy consultant with IBM Business Consulting Services. Most recently, while at IBM, Ted was a member of the global teach team at the IBM Advanced Business Institute in New York providing guidance for senior executives. Ted also delivered the “Becoming Customer Centric” and “Customer Value Management” engagements in the US, Canada, and Japan.
Ted has authored a considerable number of papers on customer management and marketing research notably for the American Psychological Association, the National Post, the Professional Marketing Research Society and CMA Magazine. Ted provides guidance to executives in a variety of industries including automotive, financial services, information technology, insurance, telecommunications, advertising, consumer packaged goods and entertainment (television, theatrical and interactive).
Terry Pittman, AOL, Executive Director, Digital Services Market Research Group
Terry Pittman is Executive Director of America Online, Inc.’s Digital Services Market Research Group, which creates and markets AOL’s new initiatives including Security & Computing Tools, Education and Entertainment Services, Multimedia Services, VoIP, Wireless Services, and Voice Services. In this role, Pittman is responsible for consumer insights and learning to guide decision-making.
Before joining AOL, Pittman was the Founder and President of Postmodern Media, a boutique consulting business, which has worked with major corporations. Prior to that, he was co-founder and Group President of BrightStreet.com (now E-Centives), and was responsible for all sales and business development activities. Prior to joining BrightStreet.com in 1999, Pittman was General Manager of Online Advertising and eCommerce at Netcom where he had P&L responsibility for the Web site, including content and audience development responsibilities.
Pittman’s research experience includes extensive work with consumer markets, media audiences, and segmentation. He was President of the Media and Telecom Group at Claritas/VNU with responsibility for segmentation and new product strategy supporting leading television networks, including: ABC, NBC, and Discovery Channel, as well as major telecom providers and cable operators.
Pittman is a graduate of The University of North Carolina at Chapel Hill, School of Journalism and Mass Communication, with additional studies in Music and Philosophy.
Charles Buchwalter, Nielsen//NetRatings, Vice President, Client Analytics
Charles Buchwalter is vice president of client analytics for Nielsen//NetRatings. Mr. Buchwalter and his team of analysts work to deliver the next generation of custom research that is being sought by clients.
Mr. Buchwalter started his career with DRI/McGraw-Hill where he served as group vice president of the financial information group managing DRI's national financial services practice. After DRI, he joined CMP Publications (now CMP Media) where he worked with the management team to conceive and implement electronic publishing strategies. At ParaMarketing, Mr. Buchwalter helped leading companies respond to Internet market developments; he developed go-to-market channel strategies for the Internet business units of IBM, Digital Equipment, Novell, Oracle and Sun. In 1999 he joined AdRelevance which was acquired by Media Metrix. He joined Nielsen//NetRatings in April, 2002, as part of its acquisition of AdRelevance and other Jupiter Media Metrix assets. Mr. Buchwalter holds a M.S. in Natural Resource Economics from the University of California, Berkeley, and a B.S. in Economics from University of Washington.
Gary Stein, Senior Analyst, Jupiter Research
Gary Stein is the Senior Analyst for online advertising and marketing for Jupiter Research; he also focuses on the Consumer Packaged Goods industry. Topics that Stein covers include advertising formats, rich-media, media purchasing tactics, marketing strategies, and consumer behavior online.
Stein writes a column on marketing for ClickZ and maintains a Weblog covering online marketing trends at Steinblog.com. Gary has appeared on CNN, in The Wall Street Journal, and in many newspapers and trade journals. He also teaches a class at San Francisco State on strategic interactive marketing and design.
Prior to joining Jupiter Research, Stein worked as the Senior Strategist at Red Sky, an interactive marketing and advertising agency, where his clients included Procter & Gamble, The Coca-Cola Company, Lands' End, and Nike. Before Red Sky, he worked at Poppe Tyson, one of the first traditional agencies to truly embrace the interactive medium. Stein started his career at Mactivity, Inc., a firm focused on tradeshows and publications targeting the then-emerging interactive services market. At Mactivity, he co-wrote a book on Web publishing and developed one of the first conferences for Web developers.
Stein holds a B.A. in English and M.A. in American Literature from California State University at Chico, and currently lives in San Francisco with his wife, two cats and seven bikes.
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