Empirical Path Web Analytics & Market Research

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All we do is measure marketing and markets, so analytics aren't a way to sell you design, development, or software.

Because we didn't create your sites and campaigns, we give you unbiased data on what works.

And we tell the story behind the numbers, turning dashboards and data into action.

Empirical Path Web Analytics & Market Research

balance At Empirical Path, our web analytics and market research consultants focus only on measuring your marketing and your markets.

Our web analytics practice tells the story behind your numbers by fixing web analytics software implementations, creating custom reports, and translating data into business insights. Whether you've installed Google Analytics, WebTrends, or Omniture, Empirical Path will make your metrics more trusted, complete, and actionable.

Our market research practice takes the pulse of your customers and competitors by synthesizing online questionnaires, telephone surveys, third-party data, and targeted interviews. When you're entering a new market, launching a new product, or honing your marketing message, Empirical Path will surface customer needs and opportunities.

Google Analytics

We offer expertise in Google Analytics, the market-leading, enterprise-class web analytics solution from Google. Empirical Path was formed from the Google Analytics Authorized Consultant (GAAC) practice of its predecessor company, where Jim Snyder and Peter Howley documented the advanced client work and attained the Google Analytics Individual Qualifications required for the prestigious GAAC status. As a new entity, Empirical Path must pass Google's rigorous screening process, which we expect to complete in the spring of 2010. As a GAAC, Empirical Path can better serve clients thanks to:

Elevated technical support for Google Analytics by Google
Attendance at the annual GAAC summit at Google offices
Access to exclusive GAAC web forum to share ideas and technical tips with Google and other GAACs

Please contact us to learn more about getting the most from Google Analytics.

Project Capsule: Parenting Community

Empirical Path consultants synthesized web analytics, ad server, and CRM data in daily "war room" reports for the top parenting community website. Interviewed executives to understand business drivers and craft Key Performance Indicators. Drafted daily, weekly, monthly, and quarterly reports on results and variance from prior periods. Created the first-ever detailed forecast of site usage and advertising sales as a baseline. Configured Omniture SiteCatalyst, DART for Publishers, and Salesforce.com to automate outputs needed for synthesized reports. Read the full case study.

Project Capsule: Business Publisher

Empirical Path consultants audited the Google Analytics implementation of a financial and technology news publisher to enhance how visitor behavior was captured and communicated to decision-makers. Tested a dozen website goals to ensure that conversions were tracked and recommended Events and URL query parameters to fix untracked goals. Designed a campaign tagging approach to allow deeper analysis of company-initiated efforts and separation from user-generated referrals. Launched regular narrative to interpret and recommend ways to improve website results. Read the full case study.

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Empirical Path's Market Research Practice is led by Peter Howley, a seasoned consultant, entrepreneur, and manager. Howley has advised diverse companies, from household names to startups, in publishing, television, not-for-profit, and technology.

Howley developed Empirical Path’s data-driven approach at Bain & Company and Harvard Business School. He started the Research and Analysis practice at Washington, DC social marketing agency Noral Group International.

Howley led alliance development and market research at washingtonpost.com and Newsweek.com, then headed marketing effectiveness products at the largest online ad network.

Contact Peter Howley at (505) 856-6131 or via email.

Empirical Path's Web Analytics Practice is led by Jim Snyder, a veteran of web publishing and technology. A certified Google Analytics expert, Snyder has led implementation, configuration, and analysis projects for publishers and marketers in Silicon Alley and Silicon Valley.

Snyder built his deep experience in web analytics, content, and marketing in production and research roles with Weather.com, Yale University, and Georgia Tech; he also holds an MBA from the Georgia Tech College of Management.

Snyder began his web publishing career as part of the launch team for CNN.com. His technical skills include SQL, SPSS, Oracle, SQL Server, PHP, and Java.

Contact Jim Snyder at (203) 804-4509 or via email.

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