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LunaMetrics was started by the CEO, Robbin Steif. She's not a designer - she's an analytic marketer. Every time she helped a friend with their website, she asked for their analytics. "Can you just send me your web statistics?" Robbin would ask, and often encountered a blank stare. "Where would I get them?" the website owner would ask, or would respond, "We don't have any." Another favorite was, "I don't know who is in charge of that." Since web analytics are the new frontier, it quickly became clear that this was a place to make a difference. LunaMetrics has since helped dozens of companies use their web analytics to increase their web conversion rate and to more effectively market online. In a former life, Robbin was CFO for MAYA Design, a high-tech firm that specializes in usability for complex technical issues, including websites. She has also owned and sold a national e-tailer, Send Me No Flowers, which sells gifts by direct mail and e-commerce/e-marketing. Her career began in IBM's Direct Response division. Robbin is a graduate of Harvard College and the Harvard Business School. She is a PA Best 50 Women in Business winner, on the Board of Directors in charge of the marketing committee for the Web Analytics Association, and is a frequent speaker on the topic of conversion rate and web analytics.