Ultrabrand's Journey to a Smarter Web Analytics Product Offering. WARD-WILLIAMS Ryan. London, Ontario : IVEY Publishing, 2016
On a cool fall day in October 2014, Ryan Ward-Williams, chief executive officer (CEO) of Ultrabrand and a 2015 HBA candidate at the Ivey Business School in London, Ontario, looked at the options his sales director had presented to him that would allow Ultrabrand to expand its web analytics service offering. Ward-Williams was completely puzzled as to how to proceed. The company was losing potential revenue every time a client either turned down Ultrabrand’s basic Google Analytics installation service or switched to another digital branding provider that was offering a clearer, more robust web analytics solution.