Webtrends named analytics industry veteran Joe Davis as CEO today, marking its second change in leadership after longtime CEO Alex Yoder left suddenly in September.

Davis, who served as CEO of rival Coremetrics before that company's acquisition by IBM, takes over the job from David Mitchell, an operating partner at the private equity firm Francisco Partners and a member of the Webtrends board.

Quick Change

Joe Davis

When Mitchell replaced Yoder, the company gave no indication his appointment would be temporary. In a three-paragraph news release announcing the change, Mitchell said he was "looking forward to building" on the innovations of the Yoder era. That statement cited his experience in leading other companies and noted he would maintain his position as an operating partner at the private equity firm Francisco Partners. 

Today, Mitchell was quoted in another news release saying "there is no better person" to lead the company now than Davis. "He brings a wealth of experience in the web analytics and digital marketing space, and we are very fortunate to bring him on to the Webtrends team," Mitchell said.

Asked by CMSWire about the rapid change, spokesman Liz Martin said in an email: "Due to his ongoing position [at Francisco], David's role at Webtrends was intended to make immediate adjustments while they searched for a permanent CEO -- of course, the time it would take to find that leader was unknown."  Mitchell will remain on the company's board of directors.

Davis wasn't available for immediate comment.

According to Webtrends, Davis' vision built Coremetrics into "a leader in cloud-based software for web, social and mobile marketing while growing revenues" tenfold. After Coremetrics, Davis was CEO of Tocata, which specializes in mobile commerce. He holds an MBA from Stanford, with a masters and bachelors degree in applied mechanics from the University of California, San Diego.

New Platforms

Under Mitchell, Webtrends introduced two new platforms in November -- Lifetime Streams and Explore, which aimed at tracking customers throughout the customer journey. A Webtrends case study later last year showed a strong response to the use of Twitter's Lead Generation Cards, which make it easier for Twitter users to share their email and other info without leaving the service.

Yoder joined Webtrends as an inside sales rep in 2000 and rose through the ranks as the company was acquired and then spun out again. Yoder spent five years in the corner office and told The Oregonian in September that he left on "amicable" terms after company sales grew to about $100 million.